Total Licensing Winter 25

Europe

North America

Co-Publisher

Francesca Ash francesca@totallicensing.com

Co-Publisher Jerry Wooldridge jerry@totallicensing.com

Happy New Year and welcome to the first edition in 2025 of Total Licensing – an issue that will be at all of the key upcoming toy fairs including Nuremberg, New York and London as well as Kidscreen and other related events..

It is particularly pleasing to see the New York Toy Fair back in the early part of the year.

Editorial Director

Rebecca Ash Ffrench becky@totallicensing.com

Office Manager Helen Bowerman helen@totallicensing.com

The toy industry, particularly in the USA, has shown signs of stabilization in recent months following declines in the first half of the year. Sales were relatively steady with a slight decrease of 0.4% compared to the same period in 2023. Notably, toy sales remained some 38% ahead of 2019 levels.

So what has proved popular? Building sets emerged as a significant growth category, experiencing a 20% increase in sales, largely driven by LEGO Botanicals. Other categories such as explorative toys, plush, and vehicles also saw growth, with NBA trading cards, Hello Kitty, and Monster Jam contributing to these increases.

Toy retailers, especially small businesses, are worried about the financial strain these tariffs could impose. Higher prices may deter consumers, potentially leading to decreased sales and even store closures. The toy industry relies heavily on Chinese manufacturing due to established supply chains and production capabilities. Implementing tariffs could disrupt these networks, making it challenging to meet consumer demand, especially during peak seasons like the holidays.

The Toy Association in the USA is driving an extensive advocacy campaign to protect members and the broader toy industry in response to President Trump’s threats to impose tariffs on all products (including toys) manufactured outside the United States. The Toy Association’s efforts include direct outreach to Members of Congress and Trump’s transition team, assisting members in grassroots advocacy, and spreading awareness about how devastating and inflationary tariffs would be for kids, parents, and toy businesses alike.

Japan Agent Roger Berman, ZenWorks rmb@zenworks.jp

With thanks to those who contributed to this issue

TOTAL LICENSING

4 Wadhurst Business Park Faircrouch Lane, Wadhurst, East Sussex TN5 6PT UK

Tel: +44 (0) 1892 782220 Fax: +44 (0) 1892 782226 www.totallicensing.com helen@totallicensing.com

The trend of adults purchasing toys for themselves, often referred to as “kidults,” has positively impacted the market. Adults accounted for approximately 17.3% of total toy sales in the U.S. in 2023, equating to about $6.7 billion, marking an 8% increase from the previous year.

Of course the ‘elephant in the room’ as far as the toy industry – and many other industry sectors –is concerned is the significant challenge faced by the proposed tariffs on imports, particularly from China, where nearly 80% of US toys are manufactured.

As we go to press, we are only a few days away from the inauguration of President Donald Trump who has already proposed tariffs ranging from 10% up to 60% on Chinese goods. These tariffs could lead to substantial price hikes for toys. For example, a $50 tricycle could increase to $78, and a $25 board game might rise to $39.

“The Toy Association is leading a strategic advocacy campaign on behalf of the U.S. toy industry to exclude toys from any tariff policy put forth by the President-elect when he takes office,” said Kathrin Belliveau, chief policy officer at The Toy Association.

“Our industry’s ability to thrive hinges on decisive action. As we continue to stress the urgency of avoiding tariffs on toys, we stand ready to work alongside Members of Congress and the incoming administration to promote trade policy that helps strengthen our industry while achieving U.S. foreign policy objectives.”

If the proposed tariffs go ahead, the impact on the $40 billion a year US toy industry cannot be underestimated.

Of course, until President Trump takes office, nothing is set in stone. However, the proposed tariffs present a significant challenge to the U.S. toy industry, with potential repercussions including increased consumer prices, strained retailers, and disrupted supply chains. The industry is seeking ways to adapt, but the full impact will depend on the final implementation and scope of the tariffs. We can only wait and see. n

Francesca Ash Jerry Wooldridge Co-Publisher Co-Publisher

BLUEY MOVIE IN THE WORKS

BBC Studios and The Walt Disney Company recently announced the first-ever animated feature film for ’Bluey’, the beloved Emmy® and BAFTA Award-winning animated series that is 2024’s No. 1 series on streaming. The new deal sees Disney

acquiring the global theatrical rights for the film, which will land in cinemas in 2027 under the Disney banner. Following the global theatrical release, it will stream on Disney+.

Written and directed by Bluey creator Joe Brumm, the film is a Ludo Studio production in collaboration with BBC Studios. Delivering the same charm and humor that made the television series a global phenomenon, the movie will continue the adventures of Bluey, a loveable, inexhaustible, blue heeler dog, who lives with her mum, dad and her little sister, Bingo.

Joe Brumm, creator of Bluey, said:  “I really enjoyed the experience of working with a longer format on The Sign in Series 3, so going even further with a feature film feels like a natural extension of that. I’ve always thought Bluey deserved a theatrical movie. I want this to be an experiential event for the whole family to enjoy together. I’m excited to continue to partner with Cecilia Persson, Tom Fussell and the team at BBC Studios, and Dana Walden, Alan Bergman and Disney to bring this new Bluey story to the big screen.”

Alan Bergman and Dana Walden, co-chairmen, Disney Entertainment, said: “Since its debut on Disney Jr. and Disney+, Bluey has become a global phenomenon, uniting families everywhere with its heartfelt stories of play, imagination and connection.We are so proud to expand upon our relationship with BBC Studios to bring the magic of Bluey to the big screen – for real life! – and we are deeply grateful to Joe Brumm for creating a world that continues to inspire and delight families everywhere.”

BBC Studios is financing and licensing the picture for distribution. The film is being supported by the Australian government through the Producer Offset and Screen Australia, and support from the Queensland Government through Screen Queensland’s Post, Digital and Visual Effects Incentive.

Disney will release the Bluey movie in theaters worldwide, followed by streaming on Disney+. The movie will also air on ABC iview and ABC Kids in Australia post-theatrical release.

BAILEYS MELTING WAFERS LAUNCHED

A new addition to Dolci Frutta’s popular hard-shell dessert line, featuring the flavor of Baileys Irish Cream, hit the shelves just in time for the holidays. Saco Foods, announced the release of Dolci Frutta Baileys Irish Cream Flavored Melting Wafers. The non-alcoholic Baileys® flavored chocolate melting wafers allow customers to create deliciously indulgent treats at home. Dolci Frutta wafers melt easily in the microwave and harden at room temperature with no chilling required.

“Partnering with the iconic Baileys brand is a fantastic opportunity for Dolci Frutta,” said Tom Walzer, CEO of Saco Foods. “We’re excited to be joining forces with the world’s #1 liqueur, and we’re confident that our customers will love this new flavor of Dolci Frutta.” The deal between Saco and Diageo North America was brokered by Beanstalk, Diageo’s exclusive global licensing agency.

BLOP AND EMOJI®

Blop is the world’s first toilet cleaner inspired by emoji® - The Iconic Brand. Combining Aussie ingenuity with a touch of humor, Blop’s quirky The Poo® design delivers up to three months of sparkling freshness. Products will be sold across Australia and New Zealand!

Blop’s journey started the classic Aussie way: with a group of friends in Brisbane, laughing over the little hassles of life.

One problem stood out: endless toilet cleaning. Determined to make this chore more fun and less time-consuming, they created Blop – a compact cleaner that keeps toilets fresh, deodorized, and clean for 90 days.

Thanks to a creative partnership with the emoji® brand, Blop proves that practicality and playfulness are a perfect match. The iconic The Poo® design is more than just a giggle –it’s a reminder that even chores can bring a little joy.

Marco Hüsges, CEO of the emoji company GmbH, shared his enthusiasm: “We at the emoji company GmbH are thrilled to collaborate with Blop on this groundbreaking product, which seamlessly blends functionality with playful design. Our mission has always been to bring joy and creativity into everyday moments, and Blop exemplifies this vision by transforming a routine household task into a delightful experience. This partnership highlights the versatility and global appeal of the emoji® brand, and we look forward to seeing Blop bring smiles to homes everywhere.”

Greg & Company, LLC: A Year of record-breaking growth and global expansion in 2024

As 2024 closed, Greg & Company, LLC celebrated its most successful and profitable year to date under the leadership of Greg Giordano. This year’s success can be credited to their strategic expansion, innovative licensing initiatives, strengthened representation and programs of existing artists, and an expanding global presence. A major highlight of 2024 was the company’s success in licensing artwork across new product categories, alongside expanding existing subcategories like home décor, crafts, gift products, and wall décor. This diversification of product offerings opened new revenue streams and strengthened the company’s position in an increasingly

competitive marketplace. In addition to Greg’s own artwork, the company continues to represent the works of Robert Francis and J. Charles, two artists whose collections have expanded into fresh product categories, further broadening the company’s appeal. Their growing collections have been licensed into high-demand categories, contributing to the overall success.

A key milestone this year was Greg Giordano’s first-time attending Brand Licensing Europe (BLE) in September. The event provided a unique opportunity for Greg & Company to meet with existing licensees and connect with new potential partners. “Attending BLE was a pivotal moment for us,” says Greg Giordano. “It allowed us to solidify relationships with our current partners while also exploring new global opportunities. We made invaluable connections, and this will support our international growth.”

With 2024 marking a record-breaking year, Greg & Company is poised for continued growth in 2025. With an

expanding portfolio that includes new artist representation, a focus on innovation, and strategic global partnerships, the company is well-positioned for sustained leadership in the licensing industry. As Greg Giordano reflects, “We’re excited about what lies ahead and the opportunities to grow even further in the coming year.” n

For more information about Greg & Company, please visit www.GregGiordanoArt.com

For licensing opportunities, please contact Licensing Manager Jessica Fritsche at jessica@greggiordanoart.com

LOOKING AHEAD: RAINBOW PLANS FOR AN EXCITING 2025

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. As the world’s largest costume character manufacturer, Rainbow is the only one with its own dedicated Licensing and Sales & Marketing departments which enables them to offer additional services to our clients.

Rainbow’s Licensing and Events teams have extensive experience in managing licensed character meet and greets,

retail activations and brand-themed activities, and work tirelessly to deliver the best quality service to licensors and brand owners. They pride themselves on being able to support worldfamous brands and partners with all their costume character needs, especially when it comes to new character design, rebranding or developing new themed activities for retail destinations and other venues.

In 2024, Rainbow enjoyed a host of achievements. They were delighted to be appointed the Global Licensee for Hasbro, making them the sole Peppa Pig costume character manufacturer for all territories worldwide. Working closely with Hasbro, they redesigned 5 characters from the popular children’s property and, using new innovative technology, created the most advanced, third-generation quality costumes. On top of this, they added 10 new characters to their licensed portfolio including Supertato, Mr. Monopoly and Vegesaurs’ Ginger, taking the total number to over 150. They also worked with licensors to develop new

themed activity zones to enhance the meet and greet experience, including Bing’s Fun Zone which is available now.

“As well as growing our licensed character portfolio and strengthening our services, we will also be expanding into new territories as part of our 2025 strategy,” commented licensing director Magdalena Foulkes. “Following the successful launch of the master licensee programme with Hasbro, we are excited to have more lined up to start in the coming months, plus new music licensed characters are in the pipeline to be designed and available before the end of the year.”

“We understand that every character, license and content is different, so expectations are diverse. Our aim is to emphasise these differences and make them unique strengths for each of the IP’s we are privileged to work with. We offer a personalised, innovative and sustainable service and believe that challenges help to develop a better profile and create a stronger foundation for current and future partnerships.” n

BRITT ALLCROFT 1943 - 2024

Britt Allcroft, the creator of the beloved  children’s series Thomas the Tank Engine & Friends, has passed away aged 81.

In the 1970s, the TV producer secured the rights to adapt the Reverend Wilbert Awdry’s Railway Series books featuring Thomas the Tank Engine for screen, a project that became the 1984 series Thomas the Tank Engine & Friends  (later retitled Thomas & Friends). In total, there were 42 books

in the series. Allcroft, along with her then husband and fellow TV producer Angus Wright, spent four years raising the funds to make the first 26 episodes of the series, which was an instant success with fans. The series followed Thomas, a small, blue tank locomotive, and a fleet of his friends as they worked each day on the railway under the command of the Fat Controller.

Allcroft’s death was announced by filmmaker Brannon Carty, who knew Allcroft from their work together on the 2023 documentary An Unlikely Fandom: The Impact of Thomas the Tank Engine.

A statement from Allcroft’s family, shared by Carty, remembered Allcroft as an “adoring mother and wife and visionary producer.”

“It is with great sadness that I share with you the passing of Britt Allcroft,” the statement read. “The AllcroftWright family has asked me to bring

this news to the Thomas fandom. The family is currently in mourning and asks that their privacy be respected at this time. “She brought so much joy and happiness to people everywhere during her time on Earth.”

“Over the years of knowing Britt, we developed a close connection. It was truly a privilege to have her as both a mentor and a friend, and I’m so glad that so many fans were able to meet her at the New York screening of An Unlikely Fandom). It was an absolute honour to have her in our documentary, and she has since remained a vocal supporter of our cause.

“I think I can speak for the entirety of the fandom when I say that all of us will deeply miss her. Without her, so many of us would never have met. While I am devastated by her passing, we can all find comfort in the certainty that her legacy will endure forever through Thomas and his fans around the world. Rest in peace.”

The Squishmallows licensing team will be at London Toy Fair Booth N8 and Spielwarenmesse Hall 4A, C-22, D21

Squishmallowsa dominant force in licensing

The Squishmallows global licensing program experienced remarkable growth in 2024, adding 25+ new partners and doubling in size year-on-year, bringing the total to over 100 global consumer product partners, As well as appointing new licensing agents in important international territories, the brand also secured the accolade of #2 most successful license for 2024 (License Global’s Leading Licensees Report 2024).

Squishmallows remains a dominant force moving into 2025 after recently winning two Licensing Awards for Best Licensed Children’s/Tween Brand and Best Licensed Accessories or Apparel Range for the Squishmallows x H&M range.

In the UK, collaborations like the Squishmallows-branded electric toothbrushes with ORDO, the fastest-growing oral care brand, saw launches in Argos, Boots, Amazon, and Morrisons, earning recognition from The Telegraph, Good Housekeeping Magazine and The Independent as the best electric toothbrush for kids. The second Panini sticker album collection also recently launched, achieving a 100% sales increase over the first few weeks, supported by a nationwide launch with out of aisle units in over 1,500 stores. The Squishmallows tech accessories in collaboration with Lazerbuilt won “Cutest Gaming Accessory” at the Total Girl Toy Awards (ANZ), while Hox

Global introduced back-to-school lunchware and drinkware.

Across Europe, Squishmallows expanded with Curious Universe for arts, crafts, and publishing, Horizon USA for DIY kits and stationery, and Fizz Creations for lighting and gifting. Apparel partnerships with Marks & Spencer, Name IT, Lindex, Next, Asda George,C&A and others solidified Squishmallows as a leading license for older girls, with the Christmas sweater becoming the #1 POD SKU on George.com

Globally, collaborations included Crocs with three SKUs for adults and kids, TONYMOLY beauty products at Ulta, and a record-setting PopSockets launch. Continued success with H&M and upcoming drops for 2025 further demonstrate Squishmallows’ reach

and additional innovations like CRC’s popcorn and milk straws continue to add fun and diversity to the product portfolio.

In the plush world the Squishmallows phenomenon continues to expand its global reach, evolving to cater to its diverse and devoted fan base. The licensed Squishmallows toy range is seeing huge growth with newness from Disney, Harry Potter, Hello Kitty and Pokemon in 2025. The social media strategy thrives on platforms like TikTok and Instagram, propelled by a highly engaged Gen Z audience. Squishmallows’ owned social channels, with 1.9 million followers, witnessed a 52% YOY growth, generating 14.7+ billion social impressions. Alongside heavyweight TV and digital campaigns and fan events like the Squish Tour the brand is seeing continued fan engagement and tangible retail success.

Squishmallows is more than plush toys - it’s a cultural phenomenon, backed by its irresistible designs, a collector-driven model, and a marketing approach that embraces the digital habits of its core audience, with a lot more to come in 2025. n .

NEW ORIS MISS PIGGY WATCH

Oris has welcomed a hot pink version of the ProPilot X in a collaboration with Miss Piggy from The Muppets.

“We’re delighted to announce our collaboration with The Muppets and Miss Piggy and the release of the ProPilot X Miss Piggy Edition. With its hot pink dial, baguette diamond 12 o’clock hour marker and case back spyhole revealing Miss Piggy’s glamorous portrait, the watch gets the year going with a big smile!

The watch is the second expression of Oris’s joyful collaboration with The Muppets, following the ProPilot X Kermit Edition, which introduced the concept of Kermit Day on the first of every month and making a little time for ourselves.

The Miss Piggy edition of the watch continues the collaboration

LEGO AND BBC STUDIOS SIGN AGREEMENT

The LEGO Group and BBC Studios have announced a new partnership merging the world of  Bluey with the fun and creative possibilities of the LEGO® universe for the first time ever.

The partnership introduces an exciting collaboration with six new LEGO Bluey sets to appear in 2025 across the LEGO 4+ and LEGO DUPLO themes, inspired by the animated TV series Bluey Bluey follows a loveable, inexhaustible, Blue Heeler dog, who lives with her Mum, Dad and her little

sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighborhood into her world of fun. The partnership aims to create equally fun moments of imaginative roleplay and creativity for families as they build, connect and play out their favourite scenes from the show. The six new LEGO Bluey products will be revealed this spring.

“We are absolutely thrilled to bring together the worlds of LEGO Play and Bluey with the team at BBC Studios. It’s been a long time coming and we believe that this partnership is a match made in heaven for younger builders and families alike. Just like the LEGO brand, the Bluey brand has play at the heart of everything they do, which aligns perfectly with the LEGO brand values and mission.” said Michaela Edgerley Stovicek, Head of Preschool at the LEGO Group.

Julie Kekwick, Head of Licensing Hardlines Consumer Products at BBC Studios added:  “We’re thrilled to partner with the LEGO Group for Bluey! We believe that LEGO Blu-

with the same entertaining spirit, embracing Miss It’s vous and moi time.”

The Muppets’ Miss Piggy stars in the new hot pink ProPilot X Miss Piggy Edition on the lilac rotor, which appears and disappears as the rotor rotates.

“We’re very excited to be working with ‘vous’, Miss Piggy, the world’s most fabulous pig,” says Rolf Studer, Oris CoCEO. “Like you, we’re optimistic about the future, and we want to have some fun getting there. Life’s too short not to have big dreams and to enjoy yourself. We made this watch for independent, stylish, and above all, fabulous individuals and we couldn’t think of a better collaborator than you, a global icon, to be the star of the project.”

ey products will offer families a fantastic new way to engage with beloved characters and stories from the hit animated series, cultivating even more imaginative play inspired by the Heelers.”

Bluey is 2024’s most-watched series globally on Disney+, and the year’s No. 1 most-watched series on streaming to date through November among total viewers in the U.S., with more than 50.5 billion minutes watched.  Bluey also holds the #1 kids show spot on ABC Australia and CBeebies and Disney+ in the UK. Additionally,  Bluey is the #1kids show on Disney Jr in Canada, Spain, Portugal, Poland and South Africa.

THE WIGGLES PLAN A U.S ROLLOUT

The Wiggles are looking to capitalize on their already strong name in the US market.  Through their agents Haven Global, The Wiggles have secured major licensing deals in Australia and beyond including adults apparel through Culture Kings; bedding and homeware from Adairs; and sleepwear and apparel with Bonds.

The Wiggles are now planning a US licensing roll-out campaign for 2026, with core initial categories being toys and publishing. There are numerous upcoming collaborations including a major country music album featuring top country music stars, The U.S. is the biggest Wiggles market – Stats of the audience from The Wiggles YouTube Channel, for example are: U.S – 38%, AUS – 29%, CA 10% - and the YouTube follower growth is +40% per year.

Following the tour which will run through June and July, the consumer product launch will be poised to go.

Given that the US is such a key market, the beginning of this year will see a ramp up of socializing activity and social media performance with retailers in the U.S. Following the announcement at tlast year’s MIPCOM of The Wiggles new animated programming,The Wiggles and Sinking Ship are currently looking for partnership funding.

The overall aim for this year is The Wiggles to become a household name beyond Australia and New Zealand.

SLATE OF NEW RANGES

Little Brother Books (LBB), one of the UK’s leading Annuals publisher ended 2024 by announcing a slate of new and unique ranges coming in 2025 that will take LBB into more categories and complement the huge success they have achieved in Annuals and more recently with their highly popular Fun Learning Education range.

Known for capturing shopper attention with eye-catching displays in store, LBB has built a reputation as the Annuals experts and one-stopshop for its extensive retail partners. This crucial ‘consumer-first’ selling approach has generated the success LBB and its retailers has enjoyed over many years. LBB plan to offer a similar ‘fully-managed’ approach for its new ranges to make them equally successful in store.

As the UK’s leading Annuals publisher with 1000s of exclusive retail stores supporting its leading range each year, LBB are passionate about Annuals and always try to bring innovation to the traditional Annuals

The Ingenuity Group acquired Reg&Co in March 2024 to bolster its brand partnership offering, with the two agencies aligning themselves closely and working together successfully. Today it is revealed they are merging under one name –Reg&Partners - led by Managing Director and founder of Reg&Co Karen Morris. Chris Kemp, Founder and CEO of The Ingenuity Group, commented: “The Ingenuity Group acquired Reg&Co to supercharge our brand partnerships and sponsorships offering. After months of successful collaboration between them and our existing partnerships division now felt like the right time to fully integrate the two and relaunch our offer under the new Reg&Partners brand. Karen will be taking the now fully integrated team forwards.”

Reg&Partners client roster includes The Royal Institution, Sony Pictures, Samsung, Hasbro, Hello Fresh, Grosvenor estates, The Kennel Club, Canary Wharf Group, Chance to Shine.

FROM LITTLE BROTHER BOOKS

format, recently introducing the ‘My First Annuals’, perfect for the preschoolers with two children’s favourites, Bing and CoComelon. These vibrant and colourful titles are printed as an A4 board book format with a cut-out carry handle for little hands to easily carry them around and features 10 pages of early-learning fun and entertainment.

For back-to-school earlier this Autumn, LBB launched Series 2 of its hugely successful ‘Make Learning Fun’

education range, developed in partnership with Purple Mash, the UK’s leading online learning platform. The 2024 expanded range included new partnerships and featured popular brands including Wallace & Gromit, Angry Birds, Peanuts, Alphablocks and Numberblocks.  These unique workbooks combine 100% curriculum-based content with popular characters, making learning fun for kids whilst trusted by parents. Series 3 is set to launch in 2025.

London Toy Fair and Spielwarenmesse 2025

In 2025, a year of planned expansion and growth, YuMe Toys is stepping up its game at both London Toy Fair and Spielwarenmesse showcasing its largest collection yet. The award-winning brand will spotlight an impressive line-up of licensed collectibles and original designs.

Building on its Direct-to-Retail (DTR) strategy,YuMe Toys continues to thrive across the UK and EMEA, with fresh ranges launching all year, promising exciting opportunities for retailers.

Following two years of streamlined operations and upgraded distribution networks, YuMe has solidified key partnerships, enhancing its presence in major markets. Its commitment to fostering stronger retailer relationships is supported by year-round open

showrooms, encouraging closer collaboration.

YuMe Toys’ portfolio features some of the biggest names in licensing, including flagship lines Hero Box and Zoom Hero, alongside its renowned plush collection, DZNR

In the UK, YuMe partners with Bandai UK to launch Season Two of Hello Kitty and Friends collectibles in Spring 2025.

Celebrating Hello Kitty’s 50th Anniversary, the expanded range introduces new characters and fan-favourites with creative features. Highlights include 5cm and 7cm figurine collections in blind-box packaging, innovative keychains, light-up designs, and memo stands, blending nostalgia with modern flair for the growing kidult audience. The DZNR plush range will also in-

clude Hello Kitty alongside new favourites from Stranger Things, Squid Games and Jujutsu Kaisen. Combining unique fabrics, tactile 3D details, and eye-catching packaging, these 7.5” designer plush continue to captivate collectors and families.

Debuting in 2024, Hero Box has become a standout collection, featuring global icons like Spider-Man, Lilo & Stitch, Harry Potter, and The Nightmare Before Christmas. These collectible figurine boxes capture each character’s essence in a creative, collectible format, winning fans worldwide.

YuMe Toys will also showcase complementary ranges, across leading IPs from Disney, Marvel, Jujutsu Kaisen and others, through their own lines Zoom Hero, Pocket Hero, Squish Hero, and Bobble Hero, ensuring something for every collector. n

GLOBAL MERCHANDISING RELEASE SLEEP TOKEN RANGE

Global Merchandising Services, the global licensing agent for Sleep Token, and Spencer’s announce an exclusive collaboration for the release of limited-edition merchandise inspired by Sleep Token’s “Teeth of God” 2024 Tour. Beginning January, fans of the enigmatic collective will have the opportunity to purchase exclusive apparel available only at select Spencer’s locations. Sleep Token, a genre-defying mu-

sical collective, has captivated audiences worldwide with their atmospheric sound and enigmatic presence. Fronted by the mysterious Vessel, the band blends elements of alternative, metal, and ambient music to create an immersive auditory experience. Known for their ritualistic live performances and deeply emotional themes of love, loss, and

devotion, Sleep Token has developed a devoted fanbase and a reputation for pushing the boundaries of modern music. Their conceptual artistry and anonymity add an air of mystique, making them one of the most intriguing acts in contemporary music. The exclusive collection includes six apparel items featuring designs that capture the haunting aesthetic and thematic essence of Sleep Token’s music and performances. Items from the collection include Premium Hoodies, featuring graphics inspired by the “Teeth of God” Tour imagery, along with four tour t-shirts and one long sleeve option with unique artwork paying homage to the band’s distinctive style.

“For those who missed the Ritual, we’re proud to partner for this opportunity to grab a piece of Teeth of God history,” said Nikki Balles, Senior Director of PR for Spencer’s.

“As the leading retailer for all things rock and roll, Spencer’s has been on the scene for over 75 years selling everything a fan needs including tees, hoodies, body jewelry, accessories, and more so that anyone can express their individuality with authenticity. And with Sleep Token’s new album on the horizon, it’s the perfect way to gear up for what’s next.”

Adam Sokoloff,VP of Retail, North America for Global Merchandising added: “This exclusive drop at Spencer’s marks a milestone in bringing Sleep Token’s immersive world to fans in a new and accessible way. Supplies are limited, and fans are encouraged to act quickly to secure these one-ofa-kind items.”

WILDBRAIN PARTNERS WITH THE LEGO GROUP

WildBrain is partnering with the LEGO Group to bring the franchises, LEGO Friends, LEGO City, LEGO NINJAGO and LEGO DREAMZzz to its leading YouTube network globally through its popular hub channels. WildBrain is the first YouTube distribution partner for the content outside of LEGO’s own channels, continuing to strategically expand engagement with more and more fans around the world. This new agreement marks the expansion of a longstanding strong relationship between WildBrain and the LEGO Group across animation production and television broadcast.

Fan-favorite LEGO content from dozens of seasons began rolling out on WildBrain’s YouTube network across multiple English-language hub channels in November with further launches planned for channels in Latin American Spanish, Korean, Turkish, German, Japanese, Italian, French and Portuguese over the coming months.

Part of WildBrain’s extensive YouTube network, the hub channels deliver content to audiences based on themes, demographics and languages. Once fully rolled out, the LEGO content will have a reach of approximately 57 million subscribers across a group of WildBrain channels that enjoy an average monthly watch time of approximately 5 billion minutes.

As part of WildBrain’s larger relationship with LEGO, it has previously created award-winning series at its state-of-the-art Vancouver animation studio in 2D and CG, including LEGO Friends, LEGO Dreamzzzz, LEGO Monkie Kid™ and LEGO Ninjago, including Ninago: Dragons Rising released in 2023. WildBrain also broadcasts LEGO Friends, LEGO City and LEGO Dreamzzz on its TV channels in Canada.

Jay Shah, Head of Global Content Distribution at the LEGO Group, said: “We’re excited to partner with WildBrain, bringing some of our most beloved franchises including LEGO Friends, LEGO Dreamzzz and LEGO Ninjago to new audiences across their digital platforms.”

Kate Smith,EVP,Audience Engagement atWildBrain, added, “The LEGO Group’s own entertainment franchises are already hugely popular across the globe. We’re thrilled to partner with them to bring this amazing content to even more families on YouTube through our WildBrain channels.”

ACAMAR FILMS APPOINT RAINBOW DESIGNS

Acamar Films is has announced a multi-territory partnership with Rainbow Designs representing the multiaward-winning pre-school property Bing as master toy licensee. Under the new multi-year licensing agreement, the company’s first wave of products will hit shelves AW2025. This deal is part of Acamar Film’s ongoing strategy to help young children thrive through the provision of innovative early childhood developmental toys, appropriate for children growing through the ages and stages from 6 months to 4 years. Working closely with Acamar Films, Rainbow Designs will apply Bing’s unique DNA across all future master toy development and opportunities, unlocking new play opportunities at key developmental milestones.

“We are thrilled to embark on this new journey with Rainbow Designs as our master toy licensee for Bing”, said Laura Clarke, Executive Director, Global Licensing at Acamar Films. “Their dedication to quality and innovation aligns perfectly with our mission to create meaningful and developmental play experiences for young children. We look forward to collaborating closely and bringing Bing’s uniqueness to families around the world through this exciting partnership, continuing to nurture the bond between Bing and his young fans as they reach and achieve key developmental milestones.”

“We are delighted to have been appointed as the new Master Toy Partner for Bing,” said Anthony Temple, Managing Director of Rainbow Designs. “We have always admired the Bing Brand for its unique qualities and values and an impressive heritage built over 20 years.The Acamar Films team have done an amazing job in carefully nurturing and curating

a classic pre-school property. Bing is a fantastic brand fit for Rainbow and we are proud for Bing to be joining the ‘Home of Classic Characters’ brand stable. I believe that with our expertise in the infants and toddler category we can add an extra dimension to Bing’s world of play. We have exciting and creative new product plans in development and we look forward to working closely with the Acamar Films team and to being a partner in Bing’s ever expanding world.”

Miraculous Corp—the joint venture between Mediawan and ZAG has appointed  Big Picture Licensing as its consulting partner to represent the Miraculous franchise in the UK and Eire.

Set against the backdrop of modern-day Paris, the  Miraculous – Tales of Ladybug and Cat Noir  TV series follows Marinette and Adrien in their dual lives as Ladybug and Cat Noir, balancing superhero responsibilities with the everyday challenges of teenage life.

Celebrating its 10th anniversary next year,  Miraculous is poised for significant growth under the leadership of a dynamic new management team led by Andy Yeatman, CEO of Miraculous Corp USA and Global Operations. Roz Nowicki serves as the Global Head of Consumer Products, Ashley Depp was recently appointed as SVP, Marketing and Franchise, and Maria Doolan is Head of Content Partnerships and Distribution. The company is gearing up to delight fans with new  Miraculous seasons, spin-off characters, special TV events, immersive digital experiences, and a highly anticipated second animated feature. Season six of the series will launch early next year and season seven is in production for 2026. Most recently, Miraculous Corp announced that all six seasons and five  Miraculous World TV Event specials will be available on CBBC. Miraculous is also available in the UK on Disney+ which holds first window streaming rights, Netflix, and POP.

“Since its launch, Miraculous has gained unstoppable momentum, captivating audiences worldwide,” commented  Miraculous Corp’s VP of Licensing for Europe, Luca Bonnechi. “As we celebrate the brand’s milestone 10th anniversary next year and the highly anticipated launch of season six, we are thrilled to deepen fan engagement through an enriched consumer products program in the UK and Eire. We look forward to collaborating with Dan Frugtniet and his team, as well as our trusted partners, to elevate the Miraculous experience.”

Dan Frugtniet, Managing Director at Big Picture Licensing, added, “Miraculous embodies a positive, inspiring message for children globally, and we’re eager to support the franchise in the UK and Eire. By bringing new licensing partners on board, we aim to enhance the brand’s offerings, complementing an already robust lineup of products and an impressive portfolio of content spanning six seasons, four specials, and a blockbuster feature film.”

Current UK toy partners include Bandai UK, the distributor of toys from master toy partner  Playmates Toys, and  Playmobil.  Rubies is the brand’s longstanding European partner for costumes. Publishing partners include  Kennedy for magazines and Redan for compilation publishing in Skoodle and Sparkle World. Poetic Brands is the licensee for soft lines; and William Lamb Group is the partner for back-to-school products and footwear.  Ferrero,  bip,  Surprise Drinks and  Kandiz are partners in the food and beverage space. Specialty retailers include Smyths, Toymaster,  and  Next; mass retailers include  Tesco, Asda, Sainsbury’s, Argos, and John Lewis.

Hasbro recently released Peppa Pig’s latest cover song featuring a performance of chart-topping hit Dynamite by BTS!

Kids and parents are invited to jump in for some sing-a-long fun as The Queen of Preschool continues her pop music journey and 20th anniversary celebrations. The release brings Peppa’s new Dynamite cover audio track as well as a new music video featuring Peppa with friends. The track is available for streaming on all digital streaming platforms, including Spotify, Apple Music and Amazon Music.

As the newest Peppa Pig cover song to release, Dynamite by Peppa is all about enjoying each day and helping uplift others with energy, positivity, and hope – with the original song’s lyrics having been slightly tweaked for Peppa Pig fans and preschool audiences. Peppa’s version of Dynamite is her second-ever cover, following Peppa’s popular first rendition of Katy Perry’s Roar earlier this year.

Spacetoon: 25 Years of Growth, Innovation,

Spacetoon has introduced iconic franchises like Pokémon, Ben 10, Dragon Ball, Bakugan, Beyblade, and Detective Conan to millions of young viewers. Some of these beloved series continue to air on Spacetoon TV, a testament to the channel’s enduring popularity.

Beyond the Screen: A Diverse Entertainment Empire

Before its television debut, Spacetoon Group was founded in the early 1980s, offering licensing and publishing services. Its mission was to help partners and toy retailers to navigate the complex MENA licensing market. Today, Spacetoon’s influence extends far beyond television and licensing, encompassing streaming platforms, live events, cinema screenings, and a thriving merchandise and toy business.

Pioneering the MENA Entertainment Landscape

Spacetoon has been instrumental in shaping the MENA merchandising and licensing landscape. The company’s strategic entry into the market began with TV advertising services, enabling businesses to directly reach their target audience. As a pioneer in the region, Spacetoon was the first to air

toy advertisements across the entire MENA region. Building on its initial success, Spacetoon expanded its operations to include licensing services. Initially bridging the gap between international companies and local partners, Spacetoon Group has evolved to connect companies seeking local partners with a deep understanding of the market, a robust network, and diverse channels.

Cultivating Global Brands and Local Fanbases

Spacetoon has forged strategic partnerships with leading global content and entertainment companies. While cultivating relationships within the burgeoning MENA market presented a natural starting point, the true challenge lay in convincing international partners to recognize the immense potential and invest in this dynamic and rapidly evolving region. Spacetoon has not only introduced global brands to the MENA market but also driven sales and increased brand awareness. For instance, the partnership with Hasbro, Saban, and Bandai resulted in a remarkable 35% sales surge for Power Rangers toys in the MENA region. Similarly, Sp-

and Impact

acetoon’s integrated marketing efforts in collaboration with TV TOKYO, Hasbro, and Toy Pro propelled Yo-Kai Watch to significant success, with around 50,000 units sold following the launch of the campaign. From Beyblade to Dragon Ball, Spacetoon has consistently demonstrated its ability to cultivate successful global brands across diverse categories. The company played a pivotal role in introducing and cultivating a dedicated fanbase for Beyblade, establishing itself as the home of the franchise in the region. Furthermore, Spacetoon’s exclusive airing of Dragon Ball in the MENA region significantly contributed to the franchise’s immense popularity, paving the way for the development of the world’s first Dragon Ball theme park in Saudi Arabia.

A Bright Future Ahead

With its strong market position, extensive network, and proven track record of success, Spacetoon is poised for continued growth in the years to come. As the MENA region’s entertainment landscape continues to evolve, Spacetoon remains committed to delivering innovative and engaging content to its audience. n

For a quarter of a century, Spacetoon has been the go-to destination for kids, adults, and family across the MENA region.

Launched in 2000, the channel boasts a unique identity with 10 distinct planets, each catering to specific age groups and interests.

The Thelwell Brand Gallops into 2025

It was a great 2024 for Thelwell, with 2025 looking very exciting

Thelwell goes international with the Shetland Pony Grand National

It’s been the second year sponsoring a Cherhill Shetlands pony in the Shetland Pony Grand National and it’s been a cracking season with several podium finishes.

Not only were fantastic pony Dan and jockey Fleur chosen to run in the prestigious London International Horse Show in December 2024, but also have been selected as one of eight ponies and riders flying over for the Hong Kong International Horse Show in February 2025! Even better than representing all things pony, The

Shetland Pony Grand National is all in aid of raising money for The Bob Champion Cancer Trust.

Norman Thelwell’s children David and Penny commented: “We have really enjoyed meeting some of the wonderful Cherhill Shetland ponies in the flesh this year - including Dan –some of them reminding us fondly of our father’s much-loved illustrations. The passion and determination for ponies is apparent within Cherhill in both ponies and jockeys, and we’re thrilled that this spirit, that is wholly synonymous with Thelwell, lives on and will not only be represented at this year’s London International Horse Show but also amazingly in Hong Kong in February. Dad would be delighted!”

New product alert: Thelwell Wallpaper

Hot off the printing press this winter is the brand-new collection of wallpaper, produced in the USA by the very talented Chelsea Secor. Ready to bring fun design and colour to every room through the original drawings of Norman Thelwell, the three styles are playfully named ‘Sittin’ Chilly’ with its stylish stripes, ‘Tails Up’ and ‘Balancing Act’. It can even be shipped internationally.

Getting artistic once again with

The Pony Club

After the very successful inaugural collaboration in 2024 of Thelwell with The Pony Club UK for their annual Art Competition, when they had the most entries ever, the family is delighted for the partnership to continue for a second year, with the theme being ‘Pony Club Through The Seasons’. Once again, there are four entry categories and Norman Thelwell’s children, David and Penny, will be on the judging panel.

“It was a privilege and great pleasure to be involved with The Pony Club competition and I was amazed at the range of members’ artistic talents in all age categories. That made judging the best entries very difficult as they were all so good and varied, many showing great imagination,” said Penny Jones. n

Waxing Lyrical!

With decades of licensing and retail experience, Sunny Side Up Consulting’s founder, Michael Gottlieb, has a passion for all things lyrical given his roots in music with his father running EMI in the 60s and becoming Chairman of Polygram in the 70s. Sunny Side Up represents certain rights to millions, upon millions of music lyrics. Speaking with Michael is like opening a treasure trove of past and present songs and the merchandise and licensing business –and anecdotes!

His favourite license was one made for Looney Tunes yoghurts with Marks and Spencer, where his idea of putting the Looney Tune’s feet on yoghurt pots resulted in Northern Foods shipping 8 tonnes of dessert a week to 600 Marks and Spencer stores and creating 100 jobs in the process! He showed me another much- loved item – a (slightly battered) Batman clipboard from another successful license while with Warner Bros. At aged 11 he met Donny Osmond and then again in 2010, he presented Mr. Osmond with a musical Puppy Love toy – the star still remembered him! Michael knows how to tap into very modern trends with music lyrics, recalling a rather large football

tournament in 2022 with everyone in the stands and at home belting out ‘Sweet Caroline’— specifically the lyrics ‘Good times never felt so good’ making a perfect fit for Poetic Brands and Tesco for t-shirts. These flew off the shelves in record numbers – and the song provided the soundtrack to the Lionesses victory in the same year.

Most recently, Michael agreed to a global agreement with Amazon’s March on Demand – a perfect coupling! Michael works with the world’s leading music publishers delivering innovative and creative music lyric pairing for products across an array of categories – tapping into trends for Christmas sales —recently developing a line for Primark with emblazoned lyrics of ‘I

Wish it Could be Christmas Everyday’, ‘Winter Wonderland’ and ‘Santa Baby’. He just concluded a global deal, with lyrics from Slade, Wizzard, Shakin’ Stevens and even The Wombles for Amazon.

Another recent seasonal trend is Halloween – with its increasing popularity at retail bringing opportunities. Specifically, with the release of Beetlejuice 2 recently fueling on-going opportunities for all things spooky. He showed me a frighteningly lifelike figure of Michael Keaton’s Beetlejuice (spinning head and all) gifted to him by a fellow film executive at Warner Bros. His wife makes him keep it in a plastic bag! For Gottliebs’ recent agreement with Amazon Merch on Demand he offered Halloween lyrics such as ‘Super Freak’, ‘Monsters Mash’ and ‘Somebody’s Watching Me’, and many more, which are now available on t-shirts, phone cases, tote bags and throw pillows.

Bringing together his enormous catalogue of music lyrics, and demands from fans means this new and innovative way of combining music memories, music lyrics with appropriate categories of merchandise re-engages fans of the music in a thoroughly modern way for fun.

“We can put hundreds of songs out there through this venture. My biggest client in the music world is Sony Music Publishing – who have between 4 and 5 million songs – so there really is no limit. We are, through this deal with Amazon Merch on Demand, able to bring the joy of lyrics to millions of people. Lyrics are really having their day – and I am having great fun doing it!’ Always arguing the case for lyric licensing, Michael continues: “The great thing about music and lyrics, as soon as you hear the first bars from a song you love, you know what is coming next, and it can bring unadulterated delight. We’re bringing this delight to more and more fans.”

What is Michael’s favourite lyric? At the moment, it is from MacArthur Park by Donna Summer. But as you can imagine, it changes often! n

Total Licensing’s editor Becky Ash sat down with Sunny Side Up Consulting’s founder, Michael Gottlieb to hear more about the vast potential of lyrics for licensing, his recent deal with Amazon Merch on Demandand a fair few amusing anecdotes!

Sonic the Hedgehog: A timeless icon for all generations

It all began in 1991, when Sonic the Hedgehog burst onto the scene, revolutionizing the world of video games and speeding into the hearts of millions.

His lightning-fast moves, daring leaps, and infectious energy earned him the nickname “the blue blur,” captivating fans of all ages and establishing Sonic as a beloved figure in gaming history.

Sonic isn’t just a character; he’s a phenomenon that has endured for over three decades – and continues to push the boundaries of entertainment. His ability to connect with kids, teens, boys and girls and adults alike cemented his status as one of pop culture’s most iconic and recognizable characters. Over the years, Sonic has evolved beyond his video game origins to become a global transmedia icon, reaching audiences across multiple formats and platforms.

A Legacy of High-Speed Success

Sonic the Hedgehog games have sold nearly 2 BILLION units. From classic side-scrolling adventures to new innovative 3D experiences, Sonic continues to deliver thrilling gameplay that keeps players coming back for more.

Beyond gaming, Sonic’s presence extends to hit animated series, a wildly successful movie franchise, and a treasure trove of consumer products.

The iconic Sonic brand offers something for everyone, from actionpacked games to collectible toys, apparel, home goods, and more.

These collaborations allow fans to engage with Sonic’s world in countless ways, blending nostalgia with fresh, exciting experiences.

Excitement on the Horizon Sonic’s journey is just beginning. The recent 80+ rated release of SONIC X SHADOW GENERATIONS has brought fresh excitement to the gaming community, with players thrilled to explore new adventures alongside Sonic’s enigmatic rival, Shadow. This latest game is just one part of a larger roadmap of exciting titles planned for the brand, including the recently announced Sonic Racing: CrossWorlds, the racing game featuring the iconic characters from the Sonic the Hedgehog universe and a distinct racing mechanic that promises to transport Sonic racing fans into a new dimension.

Looking ahead, fans can expect even more from Sonic, with new consumer product collaborations, fresh content releases, and thrilling surprises slated for 2025 and beyond. As Sonic gears up to celebrate his 35th anniversary in 2026, SEGA is pulling out all the stops to make it an unforgettable milestone! The Sonic the Hedgehog movie franchise has been a runaway success, blending the beloved video game character’s charm with action-packed storytelling that appeals to fans of all ages. Following the third film release in 2024, Paramount Pictures officially announced that Sonic the Hedgehog 4 is in the works, aiming for a spring 2027 release.

The Road Ahead

For over 30 years, Sonic the Hedgehog has been more than a character—he’s been a cultural icon and a symbol of speed, fun, and adventure. Sonic’s story is just beginning, with a thrilling future on the horizon and no signs of slowing down. Get ready to join the adventure because everyone’s favorite hedgehog is here to stay. n

For licensing enquiries, please contact:

soebrandlicensing@sega.co.uk

Beano and Bananaman Ripened for success in 2025

There are plenty of superheroes out there, but only one can save the day and count towards your five-a-day… Bananaman! Celebrating forty-five years since his (slightly green) debut in 1980, Britain’s fruit-powered hero is gearing up for a big year.

To celebrate the milestone, Beano is launching a special anniversary issue of the comic on Wednesday 12th February. The highly collectible comic will be  supported by national marketing and PR campaigns, making it a brilliant chance for partners to join in the fun and tap into Bananaman’s timeless appeal.

With an exciting mix of partnerships, product launches and community-focused initiatives, Beano is gearing up for a year packed with fun, mischief, and new opportunities.

The successful collaboration with Oddballs continues to grow and will expand into a new range of family-friendly nightwear and pyjamas. Designed with a multi-generational audience in mind, the collection taps into parents’ fond memories of Beano and features some of their kids’ favourite characters.

In hospitality, Beano’s partnership with

Apex City Quay Hotel & Spa in Dundee offers a fun-filled themed experience for families, including Beano-inspired rooms and the exclusive “Splasher” duck. New opportunities are in store as Beano continues to expand its experience-driven initiatives, such as the popular climbing walls at Clip ‘n Climb centres nationwide, bringing characters like Dennis and Gnasher to life in a fun, active way.

Beano’s community-focused initiatives also open doors for partners seeking purpose-driven collaborations. The Guide Dogs initiative supports visually impaired children, while the Sanofi diabetes campaign helps families create awareness of type-1 diabetes with bespoke engaging content.

The publishing sector remains a key focus area for Beano, with the launch of its first-ever graphic novel, Betty & the Yeti. The story follows the adventures of Betty and her lovable Yeti companion, introducing a whole new audience to Beano characters, and creating fresh licensing opportunities for products and partnerships.

Beano’s primary schools’ initiative, “Britain’s Funniest Class”, is back in 2025. The nationwide joke-writing

competition celebrates humour and creativity, rewarding young comedians with prizes and recognition. Last year’s winning class had their moment in the spotlight during the Lord Mayor’s Parade, broadcast live on BBC One. The competition, supported by Gulliver’s World, Farshore, and Kap Toys, allows partners to connect directly with families and schools and join in the fun. Looking ahead to Christmas 2025, Beano plans to build on the success of last year’s “Merry Mischiefmas” campaign. The brand’s cross-generational appeal will be brought to life through festive gift ranges, family content, and a campaign that invites parents to “share the fun and pass on the laughter” with their kids. Beano will also be gearing up for Dennis’s 75th anniversary in 2026 to celebrate the ultimate mischief-maker with more exciting partnerships to be announced soon. From Bananaman’s fruit-powered adventures to Betty & the Yeti’s graphic novel launch, Beano has exciting opportunities for partners in 2025, whether it’s tapping into family experiences, new product launches, or bespoke campaigns packed with fun, creativity, and timeless appeal. n

Diramix is a company founded in 2013 with a focus on collectible products for Italian newsstands. Over the past ten years, it has achieved a leading position in the Italian market, thanks to the success of its own brands and of the properties combined with its products.

In the last five years, Diramix has also expanded globally thanks to MonsterFlex, a line of stretchable characters now distributed in over 35 countries worldwide.

The brand MonsterFlex was created with the intention of bringing children’s favourite monsters into every home, with a unique and eye-catching

design at affordable prices. The character design takes place in-house, with the help of highly experienced illustrators and 3D designers.

MonsterFlex characters have the feature of being extendable and stimulate children’s imagination, encouraging them to create stories, while playing

either alone or with others. This approach enabled MonsterFlex to reach its 6th series, to which the spin-offs Dino, Aqua and Combat, as well as the Mini and Maxi versions were added. Wild MonsterFlex will be the next hit, with 14 animals of the jungle ready to battle and be stretched.

2025 will mark a new era of MonsterFlex, with many brand-new lines and a major restyling of the existing ones, including evergreen properties such as DC Super Heroes and Dragon Ball.

DC MonsterFlex will become super realistic, with a collection of 6 heroes of the Justice League: Batman, Superman, Wonder Woman, Aquaman, The Flash and Cyborg. With a refreshed packaging and the new Superman movie coming to theatres in July, this line will be an opportunity not to be missed.

Following the launch of Dragon Ball Daima, the past fall has seen a spike of interest in Dragon Ball products from fans all over the world. Diramix is developing a new line of 10 characters from Dragon Ball Super under the supervision of Toei Animation and Shueisha, bringing the highest level of detail

to the main transformations of Goku and Vegeta and other iconic characters such as Gohan, Future Trunks, Vegeku and Frieza.

During the past year, Diramix’s team has also worked hard to bring Stumble Guys products to fans all over the world. Alongside the card and sticker collections for the Italian market, 3D mini figures (4 different series of 26 models) and MonsterFlex stretchable characters were produced for world debut in all markets. 3D mini figures series 4 is now being shipped to key markets and series 5 is in production. Stumble Guys MonsterFlex are distributed in over 30 countries, with most markets re-ordering the product. The new series, featuring 14 new stretchable stumblers, is now ready to bring fun and excitement to the fans of the videogame.

The newest additions to Diramix’s portfolio come from the videogames’ world as well: Sonic Prime MonsterFlex, now available for APAC, Europe and Middle East countries, Brawl Stars and Clash Royale MonsterFlex, available worldwide.

The Brawl Stars series is currently under development. With the help of Su-

percell, Diramix has selected 12 muscly, bad-ass and fun characters from the videogame, who will now become super stretchy. Following the engaging appeal of the game, this line will be the best bet for a year full of success.

Diramix’s challenge is to provide complete and cutting-edge product lines, meeting the demands of different consumer targets.

The company vision is to achieve a complete portfolio, allowing cients and distributors to grow their sales by offering children’s most requested properties to the market. n

Diramix will be at the Nuremberg Toy Fair Hall 5 – D67. Contact email: sales@diramix.com

Sweet Dreams are Made of This

New CBeebies series, BeddyByes, from BAFTA-winning studio JAM Media and repped by Thunderbird Brands, aims to help young children and their parents get some sleep

Most parents have been there with their toddlers and young preschoolers at one time or another — facing the seemingly insurmountable challenge of getting their little one to settle down and go to sleep. (In fact, a recent University of Michigan study has found that one in four parents describe getting their kids to sleep as difficult.) And it was during the 2020 lockdowns that several members of the creative team behind BAFTA-winning Irish animation studio JAM Media, found themselves in that same position, day after isolating day. Looking for help from preschool content where none existed, two of JAM’s co-founders, John Rice and Alan Shannon, did what they do best — they created a show to address these challenges.

The result of JAM’s efforts is BeddyByes (52 x11’), a visually rich and uniquely tactile CG-animated series meant to help toddlers and young preschoolers get ready for sleep. By incorporating gentle pacing and calming music, each episode of BeddyByes is intended to signal to children that it’s time to rest. It guides its viewers through the routine of playtime, mealtime and bathtime, to the eventual wind down to bedtime that provides the perfect

end to the day. Viewers will follow toddler-age characters MeMo and BaBa through their daily routine, as they encounter a host of fantastical beings that encourage good nutrition, mindfulness, and creativity, on a calming journey towards sleep. Famed actor Dawn French both narrates the series and voices the role of Gramma Leeba, who reads MeMo and BaBa their bedtime story in each episode.

“BeddyByes was designed with a sleep-conscious structure, built to soothe and calm children during the crucial pre-bedtime period,” says JAM CEO Rice, noting that his creative team worked with renowned child development specialist Dr. Jacqueline Harding to ground the series in sleep science for children, but they also infused it with heart, humour and fun. BBC Children’s and Education has commissioned BeddyByes, which will debut on CBeebies’ ever-popular Bedtime Block and on BBC iPlayer in the UK this spring.Additionally, Ireland’s RTE is on-board as a co-producer and Nordic public broadcasters DR (Denmark), YLE (Finland) and SVT (Sweden) have licensed the series.

Recognizing the immense potential for this beautiful and engaging series, which tackles an almost universal issue among parents of young children, to travel and inspire related consumer products, JAM tapped Canada’s Thunderbird Distribution and Brands to represent BeddyByes’ media and consumer products rights globally last fall.

“There has been a real gap in the

market for a series designed to help young children and their parents navigate the journey towards bedtime, and BeddyByes fills it beautifully,” says Richard Goldsmith, Thunderbird Entertainment President of Global Distribution & Consumer Products. “We believe toddlers and young preschoolers will be drawn to the series’ incredibly huggable world.”

The series’ world, Planet BeddyByes, and its inhabitants, including leads MeMo and BaBa and their fantastical friends like burgeoning chefs The Yummies,The Play Tree and dolphin-like Fun-Gi, are rendered from textured fabrics, knits and other materials. Everything is tactile and squishable, and GoGo, the transforming vehicle that transports MeMo and BaBa, resembles familiar coloured building blocks — all of which will appeal to the series’ primary demo, kids ages 12 months to four years.

In terms of building out a consumer products plan, Goldsmith is aiming to sign master toy and publishing licensees by the end of Q1 2025. He’ll look to fill core secondary categories of apparel/sleepwear, bedding, bath toys and accessories, oral care, feeding systems, room décor and sleep aids throughout 2025 and into 2026. The UK will be a territory of focus, given BeddyByes’ imminent launch on CBeebies and iPlayer, and a territory rollout plan for product will be determined in the coming months as Thunderbird secures platform placement in other major markets like the U.S. n

This is Iris - building brands and collections

This Is Iris, have over 50 combined years of experience within the world of licensing. They work alongside artists, designers and brand owners to develop collections and help expand beyond domestic territories with international licensing programmes and partnerships.

Sarah & Duck, the BAFTA-winning pre-school series from Karrot Entertainment, are delighting young cinema goers across the UK in January with the arrival of Sarah & Duck on the BIG Screen - the brand’s first theatrical release.

Rolling out nationally from Jan 11, as part of Vue’s Big Shorts programme

Sarah & Duck on the BIG Screen brings together eight Sarah & Duck episodes, along with two sing-along songs to create a bite-sized movie package.

Jamie Badminton, Series Producer and Co-Founder of Karrot said: “This collection of beloved stories celebrates everything that’s special about the world of Sarah & Duck, featuring so many fan-favourite moments that dedicated viewers will delight in seeing on the big screen, whilst also serving as a carefully-curated introduction to core characters for newer viewers! We can’t wait for everyone to experience 60 minutes of wonder and quacky-flappy laughter!”

Estrada has developed several successful collections in Australia and New Zealand over the past few years and following the most recent with partners Amscan and Ladelle, This is Iris has announced a new partnership with leading fashion retailer Taking Shape.

This partnership has seen Catalina work directly with the Taking Shape designers to create bespoke artwork for her first apparel and accessory line for the territory. The new collection includes beachwear, nightwear, accessories, jewellery and footwear.

to have the opportunity to work on a collection that celebrates women and fashion no matter size, shape or age”. Finally, Brilliantly Brave, which channels 100% of its profits into mental health initiatives, is proving it can make a difference by partnering with This Is Iris for licensing representation and securing Stickers4 as its first licensee. Founded by mental health professional Jean Pryde and award-winning designer Stuart Cox, Brilliantly Brave is on a mission to transform well wishes into wellbeing: uplifting the sender, supporting the recipient, and funding vital community mental health programmes.

“Working directly with creative founders who understand both design and purpose is incredibly powerful,” notes Sarah Lawrence of This Is Iris. “When you combine authentic creativity with market appeal, retailers don’t just want your products – they want to be part of your story. Brilliantly Brave brings twelve distinctive collections to the licensing market, each crafted with both commercial appeal and social impact in mind.”

Jean Pryde adds: “With This Is Iris’s expertise and strong industry relationships, we’re excited to extend our impact beyond greeting cards. The impact is tangible - for example, every 1,000 cards sold funds mental health first aid training for 16 people.

For more information please contact hello@thisisiris.co.uk

Sarah Lawrence, Licensing Director at This Is Iris, said: “Sarah & Duck is one of the UK’s great evergreen shows, loved by generations and one that guardians can rely on to delight both them and their children. We’re thrilled to be working with Karrot and to have so many trusted partners supporting the development of this show across L&M. One final note goes out to Brand Licensing Europe whose event brought Johnny Carr and the team from Vue Cinemas to the world of ‘Sarah & Duck’.What a great way to start 2025!”

International designer Catalina

Sarah Lawrence, Licensing Director at This Is Iris, said: “Taking Shape have been an absolute joy to work with, allowing us and Catalina to work side by side their various departments to create this stunning new range. Taking Shape have been leading the way in women’s curve fashion for over 35 years and we and Catalina are proud

Every licensed product will contribute to these community mental health initiatives, creating an even greater ripple effect of positive change.”

Brilliantly Brave is proving that purpose doesn’t have to wear a hair shirt. As Jean puts it: “What if helping others was as easy as buying something you wanted anyway? We’re not asking for sacrifice, we’re just adding purpose to purchase.” n

It’s Toy Season: Unwrapping 2025

London Toy Fair - 21 - 23 January

Spielwarenmesse Nuremberg – 28 January - 1 February

Toy Fair New York – 1-4 March

Toy Season is upon us! What can be expected from the toy licensing landscape over the coming year will be revealed at the three biggest toy events in New York, Nuremberg and London.With technology forming its ever-increasing part in play, digital experiences, as well as experiential retail initiatives, are bound to be top of the agenda this year.

Similarly set to soar, influencer marketing is, quite simply, huge, and with young people and even children boycotting traditional advertising to watch their favoured stars on their favoured platforms, this is a trend that smart companies need to tap in to. And of course we are all big kids at heart – nostalgia and the ‘kidult’ sphere will continue to explode this year. Let’s take a look at some highlights...

New York Toy Fair 2025: Where Toys Come to Life

Licensing continues to shape the toy landscape, accounting for approximately 32% of U.S. toy sales (Circana). From beloved properties like Bluey, Stitch, Pokémon, and Squishmallows, to digital-first sensations such as Ms. Rachel, Toy Fair®, taking place in the heart of New York City, is the epicentre where play, storytelling, and brand engagement converge.

Beyond the aisles upon aisles of products covering every category, there will be a slate of content to provide the latest insights on the global state of toys and play. One can’t-miss event is The Toy Association’s 2025 Toy Trends Briefing, taking place on day one of the show, where the team will unveil the top toy trends of the year in an exclusive presentation for media, buyers, and other show guests. The event draws attention to major factors shaping the landscape of toys and games and media attention to the companies, products, and brands that fuel industry growth. Exhibiting companies featured in the presentation and companies across the industry can also leverage these trends in their own press materials, product promotions, and sales tactics. In years past, The Toy Association trends team was among the first to bring several new trends into the media conversation.

Additional learning will take centre stage at Toy Fair with a robust Toy Fair University educational program planned to address various issues impacting the industry and the different audiences it serves. For the first time, the Toy Fair University stage will be on the main floor of Toy Fair, also making it easier for showgoers to work these educational offerings into their schedules.

This year’s lineup features nearly 50 sessions, from the impact of AI to package design trends, global market insights, and more. Sessions tailored to brand-related topics, such as licensing trends driving toy sales and the importance of storytelling beyond retail placement, will also be included. But no matter your role in the industry, Toy Fair University’s slate of content is designed to help you make more thoughtful business decisions to enable growth. View the lineup of show sessions at toyfairny.com.

“Toy Fair has evolved into much more than a toy trade show—it’s a reflection of the creativity, passion, and innovation driving the toy, play, and entertainment industries worldwide,” said Kimberly Carcone, executive vice president of global market events at the U.S. Toy Association. “Attend to see all the groundbreaking toys and play ideas, and stay for the show’s curated educational and networking opportunities to help you stay ahead of the curve.”

Disney at Nuremberg 2025

Gill Archer, VP Hardlines & Food+, Disney Consumer Products EMEA, talks Disney’s toy offerings.

“Nuremberg Toy Fair remains an unmissable moment in the calendar for Disney Consumer Products to connect with partners, share our latest brand strategies, and detail around new releases and key campaigns.

“As we look forward to 2025’s show, there is a wealth of new material to explore with partners. From Captain America: Brave New World, to the hotly anticipated release of live-action Lilo & Stitch, and Zootropolis 2 later in the year – there is ample opportunity for collaborative strategies that continue to bring innovation to our industry.

“Also in 2025, we will mark milestones such as Toy Story’s 30th anniversary and the annual May the 4th celebration, which continues to grow in scale and influence, further highlighting the affinity fans have for our brands. Combining this with our partners’ creativity, we are confident in delivering market-leading products that connect fans with beloved Disney characters and stories.

“Some recent examples of this, which we’re excited to build on the momentum of, include Moana 2 ranges from Mattel and Jakks, and Wow Stuff’s Real FX Stitch. Both the Moana and Stitch franchises offer huge opportunities in the toy space and will continue to be a focus for us into next year, alongside new campaigns and product for our Princess and Frozen franchises.

“Finally, our preschool content remains a priority.We’re confident that Spidey and His Amazing Friends, Mickey Mouse Clubhouse+ and Super Kitties will continue to grow in popularity among young audiences; while the premiere of Iron Man and His Awesome Friends next summer will further strengthen our pre-school offering and drive fresh opportunities in this space.”

Craft Buddy is set to shine at London Toy Fair

Following a standout 2024, the company is unveiling its most expansive range yet, featuring fresh additions to its renowned Crystal Art lines. Licensing partners include Disney, Warner Bros. Discovery, Marvel, Star Wars, LOL!, DC, and Peter Rabbit, alongside original Craft Buddy designs. With four major launches in Q1 alone, Craft Buddy aims to inspire creativity and spark imaginations.

Leading the Spring 2025 lineup is the enchanting Harry Potter Crystal Art Sticker Album, developed in-house to bring Hogwarts magic to life. This collectible product, made in collaboration with Warner Bros. Discovery, includes a 102-sticker album and two blind bags (three stickers each).

Additional blind bags are available for completing the series. Fans craft their stickers with sparkling crystal gems and place them in the 16-page album featuring iconic locations, from the Sorting Hat ceremony to Quidditch matches. A dedicated Facebook group fosters a Harry Potter community for sharing inspiration, swapping stickers, and more.

For younger crafters (ages 4+), Craft Buddy debuts Crystal Art Junior, designed to support hand-eye coordination and fine motor skills. With larger 10-12mm gems and an easy-to-use pen, this range features five beloved characters and comes with everything needed to complete each piece. Finished creations can be hung or displayed, making it perfect for family fun.

Tapping into the collectibles trend, the Crystal Art Pin Badge Collection combines creativity with fashion. This blind bag range features 15 iconic Disney characters, including Mickey Mouse, Elsa, and Simba. Each 6cm pin can be worn or displayed as part of a collection.

Also new is the Crystal Art Wildlife Buddies series, featuring 20 original animal designs across habitats like Safari, Ocean, and Jungle.

Santoro at Nuremberg

Santoro returns to the show floor with a strong lineup of product.. The spotlight will be on the Bangoberry ranges, alongside the enchanting Gorjuss ‘In The Forest’ collection for Back to School 2025, plus Santoro’s iconic 3D card offerings, which continue to be a fan favourite.

Visitors are invited to Stand E-01, Hall 1 to step into the whimsical world of Bingo Bango Island. There, they will meet Tiggy Tiger, Remy Raccoon, and the rest of the adorable Bango-Bunch, set against a vibrant, dreamy backdrop of wisps, pastel hues, fluffy textures, and playful characters. The Bangoberry range will showcase a wide assortment of bags, stationery, colouring books, activity books, puzzles, games and more for both boys and girls with the appeal extending to the growing kidult trend, offering nostalgic charm and imaginative escapism for all ages. New licensed Bangoberry products will also be showcased in Hall 9, highlighting just some of the exciting collaborations with new licensees and distributors across Europe.

For the Gorjuss collection, visitors will be introduced to the stunning new characters from the ‘In The Forest’ series. With richly detailed patterns, enchanting icons, and a wealth of creative embellishments, ‘In The Forest’ is set to be one of Santoro’s most beloved collections yet.

Looking ahead to early 2025, Santoro is excited to expand its global presence, having secured new partnerships in the USA, Mexico, and Scandinavia. These important collaborations will open new avenues for Santoro, ensuring even more fans worldwide experience the magic of their brands. Discover the latest in Bangoberry, Gorjuss, and 3D cards on Santoro’s stand this Toy Fair!

Hidden Pigeon Tonies and Toys

From Mo Willems’ classic book series, the Hidden Pigeon licensing program has continued to grow. A new Tonie features The Pigeon, the irrepressible and hilarious star of Mo Willems’ celebrated books, including “Don’t Let the Pigeon Drive the Bus!” and “Panic at the Bus Stop!.” It follows the cheeky and opinionated character as he finds himself in a variety of comical situations, from desperately wanting to drive a bus to attempting to stay up late. As it entertains listeners of all ages with songs from the hit musical “Don’t Let The Pigeon Drive the Bus: The Musical!,” such as Bus Driver, Panic At The Bus Stop!, and beyond, the new Tonie also teaches kids about patience, persistence, and listening. The Mo Willems’ Pigeon Series Tonie features a run time of 38 minutes and 12 engaging tracks. Also to be showcased during toy season will be the Don’t Let the Pigeon Build the Bus Magnetic Tile Set! Catch them at the Javits.

JHS focus on fun and musical entertainment in London

With a huge range of high-quality products that include Easy Karaoke machines, Bluetooth speakers, microphones and accessories, and The Beatles licensed guitars, ukuleles and karaoke machines the theme for the JHS booth at the 2025 Toy Fair is fun and musical entertainment in the extreme, at price points to fit any budget.

With these new fun-packed, completely self-contained, lightweight and portable karaoke products running for hours on one single charge and, with the company’s “smart karaoke” app you can stream 1000s of your favourite songs in HD quality for free, the party never stops, with everyone on the dance floor for the ultimate Easy Karaoke experience.

Fred Rogers Productions’ Daniel Tiger’s Neighborhood Daniel Tiger and his friends continue to be popular in the States and around the world. Most recent releases include Daniel Tiger’s Neighborhood Dress Up Trunk (Jakks Pacific), Daniel Tiger’s Neighborhood LUNA Storytime Projector - Daniel Figure (Cottage Door Press), and Daniel Tiger’s Neighborhood Cutie Plush (also Jakks Pacific). The new character assortment includes 6-7” designs of Daniel Tiger, Jodi, O the Owl, Tigey, Katerina Kittykat, and Miss Elaina.

JAKKS in New York

JAKKS Pacific, Inc. will show off of its highly anticipated Nintendo products in New York. With a wide range of offerings from worldwide best-sellers to new figures and more, JAKKS Pacific is ensuring that fans of all ages will find something special this year.

The recently launched Super Mario Course Complete Playset lets fan experience the fun of conquering a course just like in the iconic video games. From the world of The Legend of Zelda™, JAKKS Pacific features the Link with Master Sword and Shield action figure, inspired by The Legend of Zelda: Breath of the Wild.

“JAKKS Pacific has been the licensee of Nintendo for over ten years, delivering countless waves of product and new, innovative toys for kids and fans,” said Jeremy Sueper, Vice President of Marketing at JAKKS Pacific, Inc. “

Driving the Toy Industry into A New Era of Innovation & Play - Jennifer Lynch, The Toy Association

Heading into 2025, it’s more apparent than ever that the way people think about and engage with toys and games has evolved. But innovation isn’t always about cutting-edge technology; sometimes it’s about reimagining a toy or game for new audiences or exploring alternative materials to create that product. A fresh perspective on who uses a product or how it’s made can be just as transformative as any tech breakthrough.

Aging Up Play

Earlier this year, Circana reported that the adult toy shoppers had surpassed the preschool segment as the most important age group of consumers for the toy industry. This not only highlights that more grown-ups value play in their own lives but that there is a real opportunity to appeal to this broader audience (and tap new revenue streams). For some, looking to the past can serve as a catalyst for innovation in the future. According to a recent Toy Association survey of 1,000 U.S. parents, 72% reported plans to add toys and games to their own holiday wish lists and for many, nostalgia is a big motivator. To meet this audience, toymakers are bringing back classic toys of the other eras, such as TLS Toys’ Rainbow Brite doll line, as well as retooling long-time favorites with age-inclusive features and content that encourage intergenerational play, such as Ageless Innovation’s latest launch, Taboo Charades. Additionally, other companies that have traditionally focused on kids as their primary toy demographic can rethink how their existing lines can reach older toy shoppers. In some cases, the play pattern can stay the same but by attaching a license to it or offering collectible/display-worthy elements they can speak to maturer tastes.

Sustainable Toy Design

Looking beyond who the toy consumer is, innovation can also come from looking at how toy consumers are shopping. As environmental awareness grows, more consumers are demanding eco-friendly toys. Fifty percent of parents under the age of 40 consider the sustainability of a toy (i.e. how the toy is made or the longevity of the product) when making their toy buying decisions, according to The Toy Association’s 2024 survey. For toy manufacturers, this trend is an opportunity to meet this demand as well as rethink the types of materials they source to make their products. We are starting to see more companies incorporate recycled plastics into their existing toy lines, reduce packaging or incorporate packaging into the play experience, and experiment with plant-based alternative materials. Additionally, some toymakers are focusing on how their toys can grow with kids, such as Skip Hop’s Discoverosity 3-in-1 Sensory Table, which can be reconfigured as children age from babies to preschoolers.

Education to Inspire Innovation

The Toy Association understands that in speaking to innovation, bringing new ideas to market isn’t always a straight path, especially for industry newcomers. This is why providing different platforms and touchpoints that support toy inventors and designers across the globe is an equally important component for the Association to help companies unlock new opportunities for growth. Class will be back in session at Toy Fair® University, offering the show’s most extensive slate of educational programming yet. Not only will sessions provide toy professionals with additional insights on topics like sustainability and the evolving toy consumer addressed above, but also cover other topics on toy business in the future, such as the rise of AI in toy design and how to navigate regional nuances of different markets around the world.

Moose Talks the Language of Love

Shuffle up and snuggle up with The 5 Love Languages® Card Game. Get ready to deepen relationships with a loved one in a fun, relaxed way with this revealing new card game based on the cultural phenomenon and best-selling book, The 5 Love Languages. This conversation-starter card game gives players insights into the five ways we give and receive love: Words of Affirmation™, Quality Time™, Physical Touch™, Acts of Service™, and Receiving Gifts™. With 300 cards and three categories, couples can learn and affirm more about their relationship in about an hour than they might in a week, month, year, or lifetime. Categories include: ‘Questions’ to spark deep, meaningful discussions; ‘Date Ideas’ to explore new and creative date night (or day) outings; and ‘Pop Quizzes’ to reveal how well players know each other.

Catch up with Total Licensing and the team in London, Nuremberg and New York, pick up your magazines, and visit www.totallicensing.com for all the top news from the show floors!

Celebrating 80 Years of Mattel!

Total Licensing celebrates the powerhouse’s 80 years in this special feature

80 Years of Franchise

Excellence at Mattel

As Mattel enters its 8th decade, the company celebrates a legacy of inspiring play and imagination across generations. This milestone highlights Mattel’s transformation from a toymaker into a global leader in entertainment and licensing, showcasing iconic brands that have become cultural touchstones. Through constant innovation and a commitment to purpose, Mattel continues to shape the future of play while honouring its rich heritage.

From Toymaker to Global Entertainment Leader 80 years on, the company’s evolution from a humble toymaker to a global entertainment powerhouse is a story of innovation, resilience, and strategic vision. Founded in 1945, Mattel’s journey has been defined by its ability

to create iconic brands that transcend generations.

The Birth of Iconic Brands

In 1959, Mattel revolutionised the toy industry with the introduction of Barbie, the world’s first fashion doll. Barbie quickly became a cultural icon, inspiring limitless potential and empowering three generations of fans. Over the years, Mattel’s portfolio expanded to include power brands like Hot Wheels, Fisher-Price, and Masters of the Universe, each carving a unique place in the hearts of children and families worldwide.

Diversification and Expansion Mattel’s success has been driven by its ability to diversify and adapt. The

company’s strategic expansion beyond toys has brought its beloved brands into gaming, television, movies, and live experiences. Recent hits like ‘Barbie: The Movie,’ which grossed over $1.44 billion at the box office, exemplify Mattel’s ability to leverage its IP across multiple platforms. Similarly, collaborations like the Barbie x The Frankie Shop collection highlight the strength of Mattel’s licensing strategy. A Commitment to Purpose and

Progress

At the core of Mattel’s success is its commitment to purposeful play. Initiatives like Barbie’s inclusive doll line and the introduction of ‘Thomas & Friends’ first autistic character, Bruno,

demonstrates dedication to social impact. This approach reflects Mattel’s legacy of creativity and innovation, highlighting its ongoing mission to connect with generations through meaningful experiences.

Innovating for the Future

As enters its 80th year, Mattel remains focused on innovation. The company’s evolution into a full franchise organisation underscores its ambition to redefine play and storytelling. With a growing presence in digital gaming, immersive experiences, and entertainment, Mattel continues to inspire creativity and connection.

A Legacy of Inspiration

Mattel’s nearly eight-decade journey is a testament to its enduring relevance and impact. From reinventing the fashion doll category to becoming a leader in franchise development, Mattel has consistently pushed boundaries while staying true to its mission of inspiring the next generation through play and imagination. As the company looks to the future, it’s clear that Mattel’s legacy is far from finished.

The Big Interview:

Ruth Henriquez, Head of Licensing, Publishing, and LBE, Mattel EMEA

Total Licensing: Ruth, thank you for joining us.To start, Mattel is celebrating nearly 80 years. Can you share how this milestone reflects the company’s journey?

Ruth Henriquez: Absolutely! Mattel’s 80-year journey is a demonstration of our commitment to innovation, creativity, and consumer connection. From pioneering how to drive consumer demand with the first ever TV ad for a toy and creating

some of the most iconic brands in the industry, to continuously evolving how we connect with consumers through content, digital, LBE, and multiple other touchpoints across our business. We’ve always aimed to inspire and engage through purposeful play and storytelling and that isn’t stopping anytime soon. This milestone would not have been possible without the way that the company has expanded from that garage in California to selling out arenas with our Hot Wheels Monster Truck shows and creating iconic

products such as flip phones and NFTs. It is a true reflection of the incredible partnerships and collaborations that have propelled us forward, fostering growth across toys, entertainment, licensing, and beyond.

Total Licensing: Licensing has become a major focus for Mattel. How does this fit into the company’s broader strategy?

Ruth Henriquez: Licensing is core to Mattel’s evolution as an IP-driven company. Right from the beginning through to the modern day, you can even see one of the earliest examples in exhibitions across the world - from vinyls and comics to clothing and shoes.

Licensing is nothing new to us but we

Ruth Henriquez

now operate in broader ways that allow us to expand our brands beyond toys and connect with fans through new touchpoints. Our partnerships, like the Barbie x The Frankie Shop and Hot Wheels x Pull & Bear, illustrate how we’re bringing our brands to life across categories from high end to high street. This strategy not only diversifies our revenue streams but also deepens fan engagement, ensuring that our brands remain culturally relevant and resonate with new generations.

Total Licensing: With such iconic brands, how does Mattel continue to innovate while staying true to its legacy?

Ruth Henriquez: Innovation is in our DNA. This commitment stems

from the visionary foundation laid by Mattel’s founders, Ruth and Elliot Handler, and Harold “Matt” Matson, who emphasised creativity and connection from the very beginning. We innovate based on consumer insights, key trends, and by understanding our consumers intrinsically – always being in step with them. It’s important to also stay true to our legacy by respecting the essence of our iconic brands while exploring new opportunities in gaming, live experiences, and entertainment. Our ‘Mission: Play!’ immersive experiences and expanding media content, such as ‘Barney’s World’ and the upcoming Pingu series are prime examples. Balancing tradition and innovation ensure our brands remain timeless

and dynamic.

Total Licensing: What’s next for Mattel EMEA in terms of licensing and partnerships?

Ruth Henriquez: We’re focused on expanding our partnerships to bring Mattel’s brands into exciting new categories and regions. We have such a large portfolio of industry defining brands that have so much storytelling foundation.

There’s immense potential in digital gaming, publishing, and lifestyle products. Our goal is to continue delivering high-quality, meaningful collaborations that enhance brand purpose while creating value for our

partners. We’re excited for what the future holds as we build on Mattel’s legacy as we showcase more of our brands.

Total Licensing: Any final thoughts on Mattel’s journey and the road ahead?

Ruth Henriquez: Mattel’s journey has always been one about bringing joy and empowering generations through play. As we enter our 80th year, we’re more committed than ever to developing inspiring products, fostering innovation, and delivering purpose-driven strategies and experiences, that drive community connections and brand engagement. It’s an exciting time for Mattel, and we’re looking forward to what the future holds. n

Proud Partner Rubies Celebrates with Mattel

As a long-standing Mattel partner, Rubies brings some of its most famous characters to life

Experience the enchanting world of Monster High with Rubies spellbinding collection of officially licensed dressup, featuring captivating costumes and matching wigs inspired by Draculaura, Frankie Stein, and Clawdeen Wolf. A consumer favourite, these spook-tacular costumes for both children and adults were the bestsellers at Halloween in 2024.

Discover a world where you can become anything you want to be with

Barbie and Rubies costumes, offering an array of choices from dreamy Ballerina to intrepid Astronaut. Rubies are also excited to announce a new product for 2025, the upcoming Barbie Dress-Up Box Set, a treasure trove bundled with a delightful dress, headband, bracelet, and ring. Rubies also have more innovative products for Barbie coming soon, including Air Pump Fairy Wings that flutter. These offerings emphasize not just dressing up as a character, but also imbuing everyday play with the magic of imaginative role play, elevating the value of toys.

Rubies is proud to expand its Barbie The Movie range, building on their phenomenally popular 2024 initial release. From the mesmerizing world of Barbie, embark on a roller-skating adventure with the Rollerskate Barbie costume, available in both kids and adult sizes, along with the equally fun Rollerskate Ken costume. Additionally, embrace the ‘unique style’ of Weird Barbie, offering a playful and offbeat twist for both kids and adults, while the Barbie Perfect Day costume captures the character’s classic look! On top of this, fresh for 2025, Rubies are refreshing their Fireman Sam costume with a new and innovative dress-up that features endless hours of play. The classic bright blue Fireman

uniform of Pontypandy has now been updated to include a felt helmet and felt accessories like a walkie-talkie and torch so little ones can truly become the character. n

Strong Icons, Built to Last Experience Next-Gen Storytelling with King Features

Coming off a year of tremendous success anchored by best-in-class collaborations and marquee deals, King Features is bringing next-gen storytelling to the forefront in 2025 as it spotlights its portfolio of influential, lasting character brands.

Strong Icons

King Features’ classic characters are as strong as ever, making headlines with collaborations and campaigns that showcase each brand in innovative, authentic ways. In 2024, Popeye made headlines as part of Coach’s Winter/ Resort 2025 Collection, with creative director Stuart Vevers steering the ship. Featured in Vogue, Cosmopolitan, WWD, and more, the Popeye x Coach collection debuted at retail in December 2024, just in time for the holiday season. Olive Oyl also made a splash on the catwalk, featuring in longtime partner Moschino’s Spring/Summer 2025 collection.

While Popeye and Olive Oyl dominated the global fashion scene, Moomin captured the hearts of cozy gamers. The beloved art-based character brand joined forces with the award-winning game, Sky: Children of the Light, bringing a timeless Moomin tale to life for a narrative-driven journey of friendship, healing, and self-acceptance.

Built to Last

King Features is home to a roster of incredible brands with long-lasting im-

pact that have held a place in the pop culture zeitgeist for decades, and they look forward to celebrating several landmark milestones in 2025. Following Popeye’s yearlong 95th birthday celebration, King Features is excited to debut collaborations for the 45th anniversary of both the iconic 1980 Popeye movie, starring the late Robin Williams, and the 1980 Flash Gordon film. Additional milestones in 2025 include Moomin’s 80th and Blondie’s 95th, and the King Features team is already working on plans for The Phantom’s 90th anniversary in 2026.

Next-Gen Storytelling

‘Newstalgia’ trends remain at the forefront of pop culture, and King Features will continue to be a leader in that space in 2025. Their historically significant brands are perfectly positioned to capitalize on the movement, as King Features honors the characters’ legacies while evolving their storytelling for the interests and values of today’s consumers.

In gaming, Art of Play is releasing a new video game inspired by the classic comic property, The Phantom. Beautifully crafted with hand-drawn art, the game is driven by an original storyline featuring comic-inspired graphics and arcade-style brawl game mechanics. The Phantom will be available on Nintendo Switch, PlayStation, XBOX, and Steam, and stay tuned for upcoming gaming partnership announcements

from King Features across its portfolio of brands.

Publishing remains a key area of growth for King Features. Legendary space adventurer Flash Gordon returned to bookstores and comic shops in a major way in 2024 as King Features kicked off a partnership with Mad Cave Studios to expand the franchise with new storytelling across graphic fiction. This June, Mad Cave will also debut a new comic book series for The Phantom, and both characters will grow their presence in comic shops with titles

around the globe. This February, fans will be thrilled to see Popeye, Olive Oyl, Flash Gordon, and The Phantom featured in the inaugural Comic-Con: The Cruise, a four-day luxury getaway that is sure to be The Ultimate Fan Adventure™. This is just the latest location-based entertainment partnership for King Features, joining the company’s long-standing partnership with Universal Studios Orlando. King Features will also connect with new and old fans through strategic growth initiatives across social media platforms to

releasing for Free Comic Book Day 2025. Additionally, new Popeye storytelling is rolling out from Massive with the popular manga-inspired Eye Lie Popeye comic series.

King Features is always looking for opportunities to bring fans unique experiences to interact with its brands

help grow that organic connection and meet fans where they are.

As the guardians of these beloved characters, King Features will continue to bolster the brands’ enduring legacies in 2025 to ensure that they remain a powerful influence in storytelling for generations yet to come. n

Rainbow Celebrates 30 Years of Magic with Fairies, Mermaids and Warriors

2024 was a landmark year for Italy’s Rainbow, which made a splash with the launch of brand-new animation Mermaid Magic, announced innovative reboots of two classic favorites, Winx Club and Gormiti – The New Era, and celebrated the 20th anniversary of the smash hit Winx Club saga.

2025 is shaping up to be equally exciting as the company celebrates its 30th birthday and sets forth on an exciting journey of activity as it promotes its three marquee brands and creates opportunities for future growth and expansion.

Established in 1995 by multi-awardwinning creator Iginio Straffi, Rainbow has emerged as one of the world’s

leading animation studios as it identifies stories that resonate with a global audience and tells them in a way that engages and enthralls.

Rainbow is kicking off its anniversary by focusing on where it all started –Winx Club. Launched in Italy in 2004, this universally-loved series about the fairies of Alfea is now firmly established as a global lifestyle brand. After countless seasons and spin-off series, a spectacular new CGI reboot is set to air globally on Rai in Italy and Netflix worldwide in 2025, including with additional major international broadcaster, to be announced in the near future.

Longtime business partners Playmates Toys and Giochi Preziosi have signed on as master toy partners and will share global distribution of an all-new collection of fashion dolls, accessories, role play toys and playsets, inspired by the new series.

Playmates will manage distribution in North, Central and South America, Asia, Australia, New Zealand, Middle East and South Africa; Giochi Preziosi will handle Europe and the United Kingdom.

The brand’s passionate existing adult fanbase has been re-galvanised through innovative digital campaigns and events – such as the spectacular 20th anniversary party in Rimini - while the reboot is set to captivate a new generation of viewers, making it perfect for dual licensing campaigns.

Winx Club’s fashion-forward appeal has already made it a hit in the fashion industry. An exciting new musical The Winx Live & Cosplay puts the fairies centre-stage, extending its fashion credentials and promoting principles of teamwork and inclusion.

Comprehensive social media and influencer campaigns are planned throughout 2025 to engage the influential fashion, make-up, parenting and cos-play communities with creative content releases, and meaningful collaborations. Existing partnerships, such as with anti-bullying charity Cybersmile, will boost brand awareness and promote social responsibility.

Rainbow’s newest series Mermaid Magic made a huge splash when it debuted on Netflix in August 2024, ranking as the #1 show in 55 countries

just 48 hours after release, including UK, France, Germany, USA, Canada, Australia, New Zealand, Mexico, Brazil, Singapore, South Africa and Turkey.

Set in the mesmerizing underwater world of Mertropia, the series combines magic, mystery and humor with modern themes like environmental conservation. Seeking to consolidate on the success of the brand throughout 2025, Rainbow has appointed Headstart as global master toy partner and a range featuring fashion dolls, mini dolls, playsets and role play toys, will be available at major retailers and toy stores from Autumn 2025.

Extensive licensing, marketing and digital campaigns will support the property including social responsibility initiatives with conservation-led partners, which will amplify Mermaid Magic’s themes of caring for the natural world. Another exciting reboot, Gormiti –The New Era, brings back the hugely popular franchise as a live-action series mixed with a cast of international actors and cutting-edge CGI. The reboot has been produced with Giochi Preziosi, who created the original intellectual property in 2005, distributing it to over 50 countries worldwide, with sales surpassing $1bn at retail.

The series has enjoyed a highly-successful launch in Spain on Clan, in France on Gulli, in Italy on Rai 2, Rai Gulp and Rai Play, and in Greece on Nickelodeon.

A new toy collection from BTS will be launched in UK by Flair later in the year, featuring a range of action figures including Gormiti, Scion, and their “enemies” and a collection of accessories to relive – through play – the adventures of the new series.

Also on Rainbow’s priority list for 2024 is a live action TV series about cult adventurer Corto Maltese, based on the graphic novels by Hugo Pratt which have sold 11 million books worldwide. Rainbow’s series will reinvigorate the timeless saga for a whole new generation of adventurers. n

A global lifestyle brand

With an extensive portfolio of characters beloved by fans of any age all over the world, Sanrio is gearing up for another remarkable year, filled with special collaborations and projects that will reinforce its position as a global lifestyle brand.

In 2024 the spotlights shone brightly on Hello Kitty, as the undisputed pop icon celebrated her 50th anniversary with products and collections by longstanding and new partners. Primark, Zara, H&M, Adidas, Cambridge and Satchel, Baccarat and many others paid tribute to Hello Kitty’s Japanese heritage, kawaii aesthetics and her influence in the fashion industry over the past five decades. To make the whole year even more special, a series of high-profile events and experiences captivated audiences around the globe and fans had countless opportunities to immerse themselves in Hello Kitty’s enchanting

In 2024 Sanrio announced the partnership with Giochi Preziosi as Master Toy Licensee for the European market. This allows Sanrio to expand its range of products in the strategic toys market, that is where Sanrio IPs can first meet with their youngest audience and cherish lifelong relationship. In the Giochi Preziosi collections, Hello Kitty will be joined by other beloved characters including Kuromi, My Melody, Cinnamoroll, and

BadBadtz-Maru. Together, they will introduce a diverse range of products to the European market, spanning various categories various categories including plush toys, dolls and minidolls, minifigures, stationery, backpacks, bags and tech gadgets like headphones, earbuds, and even cam printers.

Complementing this effort, new toy launches are anticipated from other notable licensees. Maxx Marketing will expand its collection of collectable gifts, while Micki Toys has worked on a new Hello Kitty and Friends preschool collection with wooden toys. Historical partners such as Funko and MGA will continue to expand their ranges with new iconic 3D figures and the Miniverse playset.

Toys, however, are just one piece of the puzzle. Sanrio’s influence in the fashion world—where its brands have long thrived—remains at the forefront of its development strategy. Hello Kit-

ty and Hello Kitty and Friends will be featured in the collections of many major fashion retailers including Primark, Inditex Group, LPP and H&M, with new arrays of garments featuring Hello Kitty, Cinnamoroll, Pompompurin, Kerokerokeroppi, Bad Badtz-Maru, My Melody, and Kuromi.

My Melody and Kuromi, in particular, will enjoy heightened attention in 2025 as they celebrate their 50th and 20th anniversaries, respectively. Sanrio, well-versed in turning milestones into grand celebrations, has incorporated these frenemies into its content expansion plans. Not only we will see My Melody and Kuromi as part of the

cast of Hello Kitty Supercute Adventures, the Youtube show that already has more than 10 seasons, but they will also star in the upcoming ‘My Melody & Kuromi,’ a Stop-Motion Series launching on Netflix in July.

The excitement extends beyond Hello Kitty and Friends. New investments and projects are going to make 2025 just as busy for Mr. Men Little Miss as well.

The year has lot in store for Mr. Men Little Miss and even though some of the most thrilling project can’t be disclosed at this point in time, 2025 promises to deliver fresh ways for

Hargreaves. The announcement highlights the brand’s growing global appeal, that has now expanded beyond the UK and France (historically its main markets) reaching audiences also in Greece, China, Australia and beyond. This broad resonance demonstrates the universal charm of the Mr Men little Miss characters that can transcend cultural barriers and connect to fans of all backgrounds.

Starting from February new retail activities and products are launching across publishing, apparel, food and beverages, along with marketing campaigns. In toy industry, Rainbow Design will roll out

fans—both old and new—to experience the joy of Mr. Men Little Miss.

Last November Sanrio and French studio Watch Next announced the development of an animated preschool comedy series featuring the British characters created by Roger

Edutainment and charity will continue to play a pivotal role for the brand’s growth also in 2025. Following the successful collaboration with Crisis and the launch of Mr. and Little Miss Invisible as part of a limited-edition range of t-shirts with fashion retailer UNIQLO in September, the first part of the year will also see once again the characters supporting those in needs, with a new collaboration with Comic Relief that will bring a new line of apparel and accessories for TJX.

In addition, Sanrio will capitalize on this global momentum while exploring new markets like India, where Mittal Sport will bring a collection of plushies and cushions. With innovation, expansion, and heartfelt engagement at its core, Sanrio is ready to make the coming year one to remember. n

a new line of plush and novelty gifts, In France Piou Piou et Merveilles is the new partner for Mr. Men Little Miss plushies, that will hit the market in September 2025. EDUCA Borras will expand its line of products launched in 2024 adding new art & craft products in the next 12 months.

GO-N Productions is an international animation production company based in Paris, which became part of the Federation Studios group of businesses last year

Opportunities Abound with Simon Super Rabbit!

Total Licensing sat down with Eric Garnet, GO-N Productions to talk about the rise and rise of Simon Super Rabbit, and how they plan to organically grow licensing

Firstly, can you tell our readers who might not know, a little bit of the history of Simon?

Stephanie Blake wrote the original books over 20 years ago which were published by l’ecole des loisirs, Paris. Stephanie is American but moved to France when she was young – now we say she has become more French than the French! She married, had her children and then decided to write and design Simon.

With five and a half million books sold worldwide, GO-N Productions met with Stephanie to discuss the potential to develop the show. And there it began! The first three seasons were more about everyday life, like the first day at school, first time a babysitter is coming, first time at the dentist, and so on. How to overcome everyday challenges, with a strong everyday life play pattern. In the following two seasons we wanted to add something new, and since Simon and his friends like to dress up and play at being superheroes, we then created the superhero character and dived into kids’ imagination to see what they invent when they play at being super heroes.

All five seasons have been very successful. The first three series saw Simon hit the top viewing ratings in every country he was shown, and

as soon as we started to broadcast season four, there was a huge increase in audience figures.

In the beginning, there were not many plans for licensing and merchandising – the priority was to make a faithful adaptation of the books and make sure that Stephanie was happy with what we were doing and to deliver a high-quality show to our TV clients. The process was very organic, and eventually we sold the show to 150 countries around the world. Stephanie was and is very involved in the creation of the series, and we have all become very good friends. In the series, we keep the iconic, slightly irreverent, energetic and comic feel of the books, and the relatability of the content.

Can you give some examples of how successful the show has been?

Simon Super Rabbit is broadcast on TV and platforms over 150+ countries, with five seasons airing since 2017 (season 5 began at the end of this past November on France TV and will be worldwide next year.)

Not only does he appear in the top 3 to 5 shows wherever broadcast, Simon is also one of the most requested show on the channels apps, which is a really great indication of popularity.

Digitally we see great success too – at the time of this interview, Simon’s stats on YouTube are over 4 billion views, 8.5 million subscribers, 450 million hours watched, and 8 billion views on Giphy.

help us grow. This has absolutely helped when talking to some larger companies, for example in the USA –where smaller independent producers are often perceived as a risk, so being part of the group has helped to open some doors in certain territories, they handle distribution, and we retain creative freedom. It is stimulating to work with them, and the company has a lot of young, positive people working there.

They have plans to expand next year as well so watch this space.

And how about the licensing programme – you already have many licensees, and how do you plan to grow?

We started to look at licensing once the series was released and started to deliver high ratings. We created a topquality show, with relatable content, iconic character and great popularity among kids and their parents and this is based on these strong assets that we approached potential partners in the licensing market.

And this is how we first found several partners as agents in many countries: ZDF Studios in GAS territories, Warner (Boing) in Italy, El Ocho in Spain, among others, who understand what Simon is all about.

We offer a lot to potential licensees – we have incredible, strong content, global recognition, many many hours of series and an incredibly loyal and active fanbase, with millions of linear viewers and subscribers.

You recently joined Federation Studios, can you tell us a little more about your partnership?

It was a fantastic move for GO-N to join Federation. At the time we were approached by several companies, and we, while not looking for a sale, were looking for a partner to work with and give us even further credibility and

So indeed, licensing is a natural extension, offering fans what they want, a new experience with their much loved IP.

Importantly, next steps, we are looking for a global master toy partner, with discussions currently taking place, to boost all existing licenses and generate more on all territories and there are plans within the group to strengthen commitment in the L&M area.

In the meantime, we are focused on keeping a strong presence on air and digitally, and developing more episodes for the years to come. n

For global licensing inquiries across the Blocks Universe and Mojo Swoptops, contact Karen.McNally @bluezoolicensing.com

Blue Zoo Licensing expands portfolio

Blue Zoo Licensing have expanded their portfolio to include Mojo Swoptops and New Blocks Shows

Looking for the next big thing in preschool entertainment? Look no further than Mojo Swoptops! This exciting new animated action-comedy is capturing the hearts of children aged 3-6, combining vibrant humour, action, and heart in a visually engaging, high-energy format. With its imaginative world and dynamic characters, Mojo Swoptops is quickly becoming a must-have brand for toy and licensing partners across the globe. At the heart of the show are Mojo and Bo – two best friends who tackle every challenge with a positive, can-do attitude. From everyday tasks to major crises in the colourful town of Swoppiton, the duo always find inventive solutions. With Mojo’s amazing swappable tops and Bo’s clever problem-solving skills, their motto rings loud and clear: “Helping you is what we do.” Mojo Swoptops channels the spirit of classic buddy-cop films from the 90s, blending humour and action in a way that entertains both children and their parents.

With high-speed chases, hilarious banter, and sharp-witted dialogue, it brings to mind iconic action films like Die Hard, Lethal Weapon, and The Italian Job. The show’s mix of thrilling stunts and clever comedy ensures that Mojo Swoptops is one that families will happily watch again and again. Plus, there are plenty of fun, hidden references for

parents to spot, making it a show that offers something for everyone. With the first 13 episodes already airing on Cbeebies to great success, the buzz surrounding Mojo Swoptops is only growing. 13 brand-new episodes will air on CBeebies from 4:15 PM on 10th February 2025, with episodes also available on BBC iPlayer. But that’s just the beginning – Mojo Swoptops is set to launch internationally in 2025, reaching key markets such as Ireland, Finland, Sweden, Norway, Denmark, Belgium, Canada, Israel, Australia, and more.

The Expanding Blocks Universe

The global success of Numberblocks, the award-winning children’s show, shows no signs of slowing down. As a cornerstone of the larger Blocks universe—which also includes Alphablocks and Colourblocks—the brand continues to captivate young audiences worldwide. Blue Zoo Productions has a five-year output deal with the BBC, ensuring that multiple new series are currently in development. Numberblocks Series 7 focusing on Times Tables, was released in Autumn in the UK and has been a huge success. With new seasons of Alphablocks and Colourblocks also in the works the brands continue to grow and entertain. Additionally Wonderblocks, a brand-new show centered around

Exciting digital content is also on the way for fans, including monthly arts and crafts activities, sing-along videos, games, and clips. The existing free apps will be joined by a new paid app launching early 2025, extending the brand’s reach beyond the TV screen.

And there’s more – Mojo Swoptops is expanding into a wide range of consumer products, from magazines and books to remote-control toys, arts and crafts, pocket money toys, and greeting cards. With new tops and characters arriving in Season 2, we’re seeking the perfect toy partner to help bring the Mojo Swoptops brand to life.

critical thinking and coding is on the horizon, further expanding the educational offerings within the Blocks universe.

The success of the franchise is bolstered by the award-winning toy range from Learning Resources/Hand2mind, as well as a growing array of licensed products from notable partners including Sweet Cherry, Immediate Media, Trends, TDP, Aykroyds, Tonies, Trends and William Lamb. Interest from licensees continues to grow fuelled by the Blocks YouTube channels which now have 15 million subscribers and an amazing 45 million views per day. n

Magic Light Pictures Looks Ahead To 2025

BAFTA-winning and Os car-nominated produc tion company Mag ic Light Pictures, heads into 2025 with a shining programme of licensing activity for its stable of brands, including the 15th anniversary of adorable dragon, Zog.

Fresh from winning an International Emmy® award for 2023 festive special Tabby McTat, MLP dived head first into the holiday season with the transmission of brand new, half-hour animated special Tiddler on BBC One and iPlayer on Christmas Day. Adapted from the picture book by Julia Donaldson and Axel Scheffler, Tiddler tells the story of a little fish with a big imagination who gets lost in the ocean until he’s saved by his own storytelling. Voiced by a stellar cast including Hannah Waddingham, Lolly Adefope and Rob Brydon, the film is MLP’s twelfth Donaldson/Scheffler adaptation.

With Tiddler making a splash on Christmas Day, Magic Light Pictures’ other seasonal specials have become a cornerstone of the BBC’s festive schedule, with three airing on Christmas Day, three on Boxing Day and Stick Man playing on Christmas Eve!

On the licensing front, a raft of licensed products were netted for Tiddler ahead of transmission includ-

ing: the Tiddler plush soft toy from Aurora; Children’s nightwear and apparel from Tu at Sainsbury’s; Tiddler Sparkly Stickers from Paper Projects, a Tiddler Challenge activity badge from Pawprint Family and a gift range from Star Editions available at Grufflaoshop.com.

Also new for Christmas ‘24 within The Gruffalo and Friends franchise, were Stick Man matching family pyjama sets for ASDA, featuring the Stick Man family tree, alongside an extensive collection of nightwear featuring Tiddler, The Gruffalo, Zog, and The Smeds and The Smoos. 2025 is set to be a roaring year as Zog celebrates its 15th anniversary.

A programme of celebratory activity is planned, particularly at Warwick Castle where little ones can step straight into the magical world of Zog, take part in anniversary activities and meet Zog in person as the character makes special appearances at key times every day.

There is significant activity planned for Spring 2025 for The Gruffalo and Friends with major in-store activations in March showcasing new and existing product launches, with last year’s highly-successful promotion at UK supermarket giant Sainsbury’s, returning for 2025.

Meanwhile, Pip and Posy continues to resonate with its audience as one of the most-watched preschool shows on Milkshake! and Sky.

Expanding beyond the screen, Pip and Posy now boasts a full toy range, launched in collaboration with master toy partner Bandai. Plastic figures are available at major retailers including Amazon, Jojo Maman Bebe and Hamleys, while feature plush is performing

well alongside the figures in Argos and popcorn plush are available at TK Maxx. In addition, the range is stocked across book specialty retail, including Waterstones stores and online, complemented by puzzles from Ravensburger and TV tie-in books published by Nosy Crow.

Recent launches include two Tonies characters featuring Pip and Posy stories narrated by TV and Podcast star Giovanna Fletcher; and a cosy pyjama range from Aykroyds TDP, available online.

MLP is actively expanding the brand further in 2025 into categories like stationery, roleplay and arts and craft, as well as soft lines. It recently presented the brand to buyers and licensees at the Brands and Retail UK Winter 25 Screenings to drive further licensing growth both in the UK and beyond. n

The PurposePeople is a sustainability consultancy founded with the aim of supporting businesses of all sizes on their sustainability journeys. They help businesses identify how far they want to go, establish a sustainability-led purpose and facilitate a pragmatic approach to caring for people, planet, and profit.

Evolution of Attitudes to Sustainability

With a Purpose

Over the last ten years, sustainability has gone from being a term that few people understood, to being seen as a passing trend, to becoming an integral part of every forward-thinking business, going beyond basic material changes to involve every member of the organisation. What this means for consumers

As sustainability becomes more mainstream, consumers are expecting businesses to lead the way in their endeavours to live more sustainably.

The 2024 edition of Deloitte’s “The Sustainable Consumer” survey identifies how “Close to one-half of consumers rely on businesses to offer sustainable products or services as standard”. There is another side to this, however, as highlighted in PwC’s 2023 Global Consumer Insights Survey which states that 40% of global consumers cited cost as a primary barrier to purchasing sustainable products, but wanted them to become the norm to make it easier for them.

Increasing regulatory expectations

How to approach this when times are tough?

Businesses also need to factor in sustainability related risks, regulations and contractual requirements, all of which continue to grow in reach and frequency. You may just have got to grips with the impact of the Extended Producer Responsibility (EPR) regulations, but if you have significant turnover in Europe, are you up to date with the requirements of the Corporate Sustainability Reporting Directive (CSRD) and specifically your reporting obligations in line with the European Sustainability Reporting Standards (ESRS)? Do you understand the scope of the Biodiversity Net Gain legislation and its impact on new UK developments? Are customers demanding more of you with regards to sustainability certifications and standards? As the sustainability-related regulatory environment becomes demanding, businesses need to be aware of the changes on the horizon and plan for these, if they are to avoid unnecessary costs.

This inevitably raises the question about how is it possible to meet these challenges whilst focusing on longterm financial sustainability at a time when budgetary changes mean many businesses are tightening their belts and looking for cost savings? One approach is to consider that, while current conditions are challenging, they also provide an opportunity to plan for the inevitable up-turn. If, as a business, you can start to integrate sustainability as part of a really positive long-term strategy, this may be a way to position your business well for when the economic outlook improves. If this is not already the case for your business, a good starting point is to embed purpose at the core of your business using a structured approach, in which you systematically look to integrate that purpose in everything you do – from Strategies, Goals and Measures, to Plans and Executions. Purpose has also been found to influence workplace satisfaction; “[t] he majority of Gen Zs (86%) and millennials (89%) say having a sense of purpose is important to their overall job satisfaction and wellbeing.” A clear understanding of your sustainability ambition prompts straight line thinking from imperative to action, as well as driving consistency and credibility in behaviours and communication. The clear ambition is supported by a solid set of decisionmaking principles; with the essential point being that the principles are include both the commercial and sustainability factors.

Integration and pragmatism

This doesn’t require a revolution in the way your work or the products and services you deliver. It makes sense to work with what you have and, as far as it is possible, to avoid creating a separate set of sustainability activities, managed by a separate part of the organisation - sustainability becomes part of everyone’s role. This requires education and ongoing support for the change, so everyone understands the theory as well as

business rationale. With this approach, capability is steadily built across your workforce, with the additional benefit of increasing employee satisfaction and retention. According to the Deloitte 2024 Gen Z and Millennial Survey, “[t] wo in 10 Gen Zs and millennials have already changed jobs or industries to better align their work with their environmental values, with another quarter of both cohorts planning to so in the future.” Where sustainability is treated as a standalone set of tasks, activities and responsibilities – and particularly when it is treated either as box ticking exercise or reactively to fulfil reporting or contractual requirements - this inevitably results in decreased productivity. Taking this consistent and pragmatic approach to the integration of sustainability, supports a transition which is both manageable and affordable and which anticipates the requirements of new legislation. Conversely, the need to react at short notice to new regulatory or

Rainbow Case Study

As part of the Rainbow Cares programme and their “ongoing ambition to create sustainable, durable ‘forever toys’”, Rainbow Designs worked with The PurposePeople to create a clear Statement of Ambition and list of Decision-Making Principles endorsed by the Senior Leadership Team. This was rolled out across the whole business, delivered in the first instance at a Sustainability Workshop attended by around 50% of Team Rainbow, with the aim of inspiring and engaging the wider team on the sustainability issues which hold the key to reducing Rainbow’s impact on the environment.

June Kirkwood

Arthur Parry

contractual requirements is likely to have a double impact – not only will you have to meet the immediate need, but there is also an opportunity cost resulting from the diversion of resources from other, value-adding activities.

How financial and sustainability measures can work together

The pay-off of this approach is the realisation that reductions in environmental impact can often bring financial benefits and that the earlier in the process that these can be integrated, the greater those benefits will be. In simple terms, where there’s waste there’s cost – so there are savings to be made by focusing on waste at all stages of the process.

For example, in terms of product development, the aim is to consider every stage from conception and material sourcing to customer use, and beyond:

• Design – to prevent the creation of waste

• In Process – to limit the volume of waste during the lifecycle

• End of Life – to deal with any waste once it has been created Systems thinking and alternative business models

Once sustainability has been integrated across your business, the next big opportunity comes from taking a wider view, with a systems design perspective. Rather than trying to find discrete solutions for every issue, a systems approach will provide greater opportunities for cost optimisation, improved cash flow and even new sources of revenue, together with reduced impact across the lifecycle of your products and services. For example, given finite resources (we only have one planet!), the cost of raw materials is increasing. With the combination of consumers expecting businesses to make sustainable products and changing legislation, how can your business think longer term and make better products that are more durable and therefore last longer? There is only so much which can be achieved with fractional and incremental improvements here and there. This is as true for margins

and growth as it is for reductions in environmental impact. Taking a systems approach would suggest that you look at the wider picture, beyond only those elements within your direct control, and begin to challenge some of the underlying assumptions. Fear not, however, as this also doesn’t need to be an overnight revolution. The most effective approach is to design small pilot projects to test elements of the solution, and to collaborate with your existing network of external partners to do this – particularly since those external partners will also be on their own sustainability journeys and will likely be facing similar pressures.

Can you, for instance, look at opportunities to introduce different business models to make better

Topps Case Study

Building on their Ambition and Principles, Topps held a series of workshops across different functions to identify key areas for change. The result was a development of Goals and Measures across all areas of environmental, social and governance relevance, including some specifically designed to reduce waste. A Green Team was established to ensure the coordination and integration of the resultant plan with existing activities, and to manage the internal communication to support the cultural change.

use of your product? The Circular Economy is one such example of an alternative business model. A first step is often to analyse the existing landscape of your sector and identify elements which already have some elements of circularity.

For example:

• In categories where there is already a tradition of resale or reuse (e.g. toys and games, collectibles), is there an opportunity to understand how to design your systems, processes, products and services to take better advantage of this?

• In categories in which lease or rental already exists (e.g. tools and hardware), is there a way in which Product as a Service (PaaS) could be explored?

• In higher value categories, where longevity and heritage is particularly valued, could some elements of repair and refurbishment be introduced?

Options such as these will also create new opportunities to interact with your consumer in a way that may not otherwise be possible. This in itself can become a source of additional value.

In conclusion

Given the climate crisis, we all need to act, so sustainability measures are here to stay. Ultimately all businesses want to remain viable and profitable and, indeed, without a radical change to our economic systems, this is the only way in which businesses will also be around to create a more sustainable future. By integrating sustainability at the heart of all you do, your business has a better chance both of achieving this and surviving! n

www.thepurposepeople.co.uk

CHINA LICENSING COLUMN

Ciarán Coyle, President and CEO, LMCA

Ciarán Coyle, President and CEO, LMCA

How does your company strategically identify potential licensing opportunities in China?

All licensing opportunities begin with a strong understanding of the brand and what it is hoping to achieve through licensing. Given this, we begin with an exploration of the brand’s equity and legacy in the Chinese market and pair that insight with an understanding of who would be the likely consumer for an extension.

Considering the highly diverse Chinese consumer market, it is critical to understand the interests and needs of that target consumer to strategically identify category extension opportunities that build off a brand’s existing equity.

From here, we have a multi-faceted playbook for China licensing opportunities that involves the following:

• In-depth market research to uncover emerging trends, evolving consumer preferences, and untapped segments.

• Tap into our extensive network of local partners — manufacturers, distributors, and retailers — who offer insights into potential licensees and market dynamics.

• Ensure our strategies are culturally attuned to local behaviors and expectations, given the diversity and cultural nuances of the various Chinese regions

• Finally, we conduct rigorous IP landscape analysis to safeguard our clients’ intellectual property, ensuring a secure and strategic market entry.

What criteria does your company use to evaluate potential Chinese licensing partners?

When evaluating potential licensing partners in China, we focus on five key criteria:

1. Brand Alignment: We ensure the partner’s values, image, and business ethos align with our client’s brand to maintain authenticity and consistency.

2. Market Reach: We assess their distribution network across online and offline channels, ensuring robust market penetration through platforms like JD.com, Tmall, and major retailers.

3. Financial Stability: We review their financial health to confirm their capacity for long-term investment and growth.

4. Quality Control: We evaluate manufacturing standards, ensuring products meet /exceed international quality expectations.

5. Regulatory Compliance: We prioritize partners who demonstrate strong adherence to Chinese laws, regulations, and IP protection.

This comprehensive approach ensures we select partners who are not only capable but also committed to long-term success.

What types of support does your company offer to facilitate the successful execution of Chinese licensing agreements?

We offer end-to-end support to navigate the complexities of the Chinese market, including:

• Strategic Negotiation: Crafting agreements that protect client interests while aligning with local practices.

• Brand Management: Developing guidelines to maintain brand consistency across products and touchpoints.

• Cultural Mediation: Recognizing the cultural differences, we act as a bridge to ensure all parties understand each other, expectations are clear, and cultural nuances are treated with respect.

• Market Adaptation: Tailoring marketing strategies and promotions to resonate with Chinese consumers.

• Quality Assurance: Monitoring product development and ensuring compliance with quality standards.

• Regulatory Guidance: Providing ongoing advice on China’s legal landscape.

Our hands-on approach means we’re not just advisors — we’re partners, ensuring every stage of the licensing journey is smooth and successful.

Can you share a particularly successful or memorable licensing project you’ve worked on in China?

A standout example is the Philips Mother & Child program. Collaborating closely

with the Philips licensing team, we identified a growing demand in the Chinese childcare market for multi-functional products with integrated technology. With that in mind, we created partnerships with leading Chinese manufacturers known for quality, innovation and extensive distribution networks.

Through these strong partnerships, we have developed a successful range of premium childcare products that speak directly to the needs of the safety-conscious Chinese consumer.

Additionally, this program succeeded because we aligned Philips’ global reputation for quality and innovation with local market insights and an aggressive distribution strategy.

The results continue to exceed expectations, driving substantial brand growth and cementing Philips as a trusted name for family wellness in China. This experience underscores the power of strategic alignment and cultural relevance in creating licensing success stories.

What are the latest trends and innovations that you can see in the international licensing industry?

How do you foresee these new trends influencing the Chinese licensing market?

The licensing industry is evolving rapidly, driven by several key trends:

Digital Licensing: From mobile apps to gaming and virtual experiences, digital licensing is transforming how brands engage with consumers. In China, where tech adoption is high, this presents immense potential.

Experiential Licensing: Immersive experiences like pop-ups, themed retail spaces, and interactive events are capturing consumer attention and building brand loyalty.

Sustainability and Social Responsibility: Consumers worldwide are prioritizing eco-friendly and ethically produced products. In China, this shift is especially strong among younger generations who value sustainable brands.

These trends are reshaping the Chinese market by making it more digital-first, experience-driven, and sustainability-conscious. Brands that embrace these innovations will stay relevant, resonate deeply with Chinese consumers, and unlock new opportunities for growth. n

By Axel Dammler

Axel

Dammler is managing partner of iconkids & youth, the largest German institute for child and youth research.

Contact: a.dammler@ iconkids.com

The pandemic is over, isn’t it?

Yes, the pandemic is officially over and all restrictions have been lifted. However, this does not apply to the fundamental changes that the lockdown has caused, especially among children and teenagers. Our data shows that the frequency of almost all social activities is still below the pre-COVID level of 2019 (footnote: all results reported in this article come from the Trend Tracking Kids study by iconkids & youth). This applies to meeting up with friends as well as playing sports in a club or going shopping together, and it also applies to activities with parents like going to the cinema, concerts, zoos, etc. The world of children and young people has become smaller and narrower, with fewer social contacts and less inspiration in real life.

No wonder the importance of social networks is growing.

Germany’s children are also going digital

In Germany, it always takes a little longer for technology to catch on and, above all, for it to reach children. The smartphone is the best example of this phenomenon, because for a very long time the rule was that children only got their own mobile phone when they started secondary school (at around 10-11 years of age) - with all the associated consequences such as access to social media and loss of control by parents. But something is happening here: the age at which the mobile phone replaces the television as the most important device was still around 12 years in 2015, around 10.5 years in 2019 and has fallen further to around 9 years in 2024 - which means late primary school age. And that is indeed a drastic change: the smartphone is invading the safe haven of childhood! What’s more, our data provides clear evidence that even pre-school children are now using smartphones more frequently. But before you change your media plan, read the following two sections first.

Linear television is (still) the leading medium for children

Despite the rise of mobile phones, the leading medium for German children is still good old linear television with several strong children’s channels. No other medium has so many users and such a long period of use. This is particularly important for licenses: to make an IP big, you need intensive interaction over a longer period of time, and apart from the big toy brands, only linear television can currently provide this.

We see the same effect with teenagers and young adults: Streaming has strong, sometimes outstanding content, but the seasons pass through far too quickly. That’s why hardly any series manage to develop relevance for licensing. It takes social media hype like the Netflix show Wednesday for merchandising to work.

TikTok fails because of the German parents

The quality of TikTok as a medium for reaching young target groups is undisputed, regardless of whether it is via paid advertising or influencers. Once this platform has made it onto the smartphone, it starts to have impact, with all the well-known negative consequences. This dark side of TikTok has been widely communicated and discussed in Germany in recent years, with the result that many parents have banned their children from installing TikTok. In figures: The proportion of weekly TikTok users among 10- and 11-year-olds fell by a hefty 22% from 58% in 2022 to just 36% in 2023 and rose only slightly to 38% in 2024 - not because children are not interested, but because parents are not allowing TikTok. However, it is questionable whether this will remain: among 6- and 7-year-olds, the number of weekly TikToks more than doubled from 5% in 2023 to 11% in 2024. Is there a generation of parents coming who no longer share the concerns of older parents?

For children, digital primarily means YouTube

In addition to the streaming platforms Netflix and Disney+ and the TV broadcasters’ media libraries, the fact that linear television is losing ground is primarily due to YouTube. It is interesting to note that almost all parents set

Axel Dammler

up their children’s own user profiles on Netflix or Disney+, but YouTube Kids is used comparatively rarely. As children often use the same devices as their parents, you might think that mum and dad’s own convenience is probably more important than child safety. However, it is more the case that YouTube - presumably very consciously - refrains from doing anything that could draw parents’ attention to YouTube Kids.After all, they don’t want to disrupt their own business model. This is why YouTube was even just ahead of linear television in terms of importance as a source of information for Christmas toy gifts among children aged between 7 and 12. However, whereas advertising on TV is spread across just three TV channels,YouTube is extremely fragmented. Targeting of children is not possible, the hit rate for adverts and the chances of them having an effect are correspondingly lower. For the same reason, YouTube is not (yet) able to establish licences, either: This platform lacks sustainable

reach and involvement in a broad target group.

Young people lose their compass

This fragmentation will of course become even more extreme when social media takes hold from the age of 1012 and finally pushes back traditional media. Here, too, the fundamental effects should not be underestimated, as fragmentation prevents a consensus of knowledge. An example: In Germany, generations were educated about sexuality through the youth magazine BRAVO. It contained all the important information and answers to questions that arise during puberty, from “Am I normal?” to “Does he/she fancy me?”

Around the year 2000, BRAVO was still selling around one million copies a week, but today its circulation has shrunk to 50,000 copies a month. This means that young people lack an authority that can explain sexuality to them credibly and at eye level. Influencers can never replace that. The fact

that the age at which young people have sex for the first time is increasing is certainly also due to the resulting insecurity.

The end of the LOVE BRANDS

The fragmentation driven by social media also means the end of the brand cosmos as we know it. Today, it is almost impossible to build strong new brands in the children and youth market: Communication can no longer achieve the impact it needs to. For brands already on the market, this means that they have to break away from constructs such as Love Brands or Soul Brands. No brand will be able to create a monopoly or even a loyal fan base unless it has an extremely distinctive, unique product advantage. When personal social contacts also decline (see the first paragraph in this article) and consumer norms of the peer group lose relevance as a result, then brands lose an important raison d’être and will need a new justification. So... get ready for change! n

Market Focus

2024 was a year of exciting launches, releases and collabs from Hasbro. Whether it was celebrating anniversaries, launching new collaborations or taking experiences to new heights, Hasbro’s roster of beloved brands is continuing to deliver joy and magic into 2025.

In 2024, Peppa Pig celebrated a huge milestone—its 20th anniversary! This was a year of new releases and plenty of moments for kid confidence. Retail had some great wins with brand new collabs hitting the shelves - featuring the launch of a Deichmann shoe collection and the Rossman Babydream private label collab, which has a broader line set to drop in 2025 - supported by marketing and in-store placements. Live experiences fueled the excitement with the opening of the Peppa Pig Theme Park in Gunzburg. Families

were able to step into the world of Peppa where beloved characters from the TV show came to life in LEGO® DUPLO form for the first time in a theme park experience. The park has

opened to huge success with opening weekend and Dance Party weekend tickets selling out, as well as hosting custom activations like the Peppa Pig anniversary party in collaboration with

Deichmann! To continue the LEGO fun, LEGO® DUPLO Peppa products are now available, providing toddlers endless options for imaginative play. 2025 marks 90 years of Monopoly in the market, and Hasbro is celebrating its iconic legacy all year long. As the world’s favorite family game brand, with over one billion players in 114 countries, Monopoly is more than just a game – it’s a global phenomenon. Known for its timeless fun, strategy, and friendly competition, Monopoly invites consumers across generations to step into a world where opulence and villainy collide, and all is fair in the race for riches. With a growing list of 300+ culturally relevant editions and new ways to play – from in-person experiences to digital platforms, casino games and more – there’s truly a Monopoly for everyone. This year German fans were treated to new collections from Wyncor, featuring a Monopoly Miraball Capsule Plush Collection, and a Collectible Coin Set by MDM Deutsche Münze.

40 years, one legacy. The Transformers franchise celebrated 40 years in 2024 with signature action and adventure. The franchise continued to deliver excitement for fans, including the highly anticipated debut of its first-ever fully CG-animated film, Transformers One, which arrived at theaters in Germany fall on 2024. The franchise also teamed up with Borussia Dortmund (BVB) Football Club who launched a dedicated Transformers One merch collection and MDM Deutsche Münze for a 40th anniversary coin set.

The Play-Doh brand has been the world’s leading arts and crafts brand for nearly 70 years, trusted by kids and families as a source for creativity and imagination. Found globally, more than 500M cans of Play-Doh compound are distributed yearly. This year, kids and adults were able to stretch their imaginations even further with the new Roba furniture and arts & crafts merch line designed with creative modeling and crafting in mind.

40+ years in the cultural zeitgeist and My Little Pony still engages fans with timeless narratives of friendship. In 2025, the brand will celebrate 15 years of Friendship is Magic for fans of all

ages and generations.This year, fans especially loved the retro collection with Zara which featured a backpack, duffel bag and high-top sneakers. Friends can also share the limited-edition My Little Pony new coin sets by MDM Deutsche Münze. Plus, the brand’s Kayou collaboration won the 2024 Outstanding Licensee (Trendy Toys) award at the China Licensing Expo!

Finally, the legendary Dungeons & Dragons (D&D) franchise recently celebrated its 50th anniversary with a year full of excitement. Fans saw new core rulebooks and updated D&D Beyond features. D&D fans were also able to gear up for new adventures with customizable LARP costumes and accessories from Burgschneider, designed to fit every D&D character class from bard to warlock.

Backed by an experienced German team and an unparalleled global network, IMG Licensing represents global brands, organisations and trademarks in Germany including Haribo, the Van Gogh Museum and the Bundesliga. The agency also helps international brands expand their reach and engagement in the country through strategic and impactful collaborations. As the National Football League

(NFL) returned to Germany, one of its most popular international hubs, IMG Licensing facilitated various launches and collaborations to bring German fans closer to the American league. Building on the success of last year’s collaboration, Lobster & Lemonade launched a new apparel and accessories collection featuring various NFL teams, including the Las Vegas Raiders, San Francisco 49ers, Seattle Seahawks, and Green Bay Packers. To engage younger fans, Lobster & Lemonade also released an NFL-themed collection featuring popular German animated children’s character, Benjamin Blümchen. The collaboration culminated in a pop-up activation at Munich’s premium department store Oberpollinger, generating buzz for both the game and the exclusive collections Sven Thierhoff, IMG Licensing’s Munich-based VP said, “NFL’s popularity in Germany continues to grow year after year, with licensing playing an important role in engaging international fans. These innovative collaborations with well-loved German brands and characters strengthen the league’s regional ties and resonance, captivating current NFL fans while attracting new ones.”

Meanwhile, Haribo remains one of the

most iconic German brands in both domestic and international markets. As Haribo’s global licensing representative, IMG Licensing continues to leverage the brand’s widespread popularity and nostalgia to facilitate collaborations that engage fans in fresh, exciting ways bringing child-like happiness to consumers of all ages. Recently, NBA star Donovan Mitchell took his love for Haribo to another level by collaborating with Adidas and Haribo to launch a signature sneaker inspired by the classic red and white Goldbears. The shoes, which come in custom Haribo-inspired packaging, feature Adidas’ three stripes logo in lime green, with subtle green accents throughout and a translucent outsole with the “HARIBO” logo inscribed on the bottom, playing on Haribo’s attributes of colours, shapes, and fun. The shoes were an instant hit, both commercially and in the media.  The versatility of Haribo’s brand IP is evident in its collaborations, including a vibrant jewellery collection with Thomas Sabo. Designed for all ages and genders, the collection transforms Haribo’s colourful Goldbears into glass-crafted rings, earrings, necklaces, and bracelets. Haribo also partnered with German candle brand Fragrance & Style to launch scented candles inspired by its candy flavours, which have quickly become a family favourite in many homes.

Munich based Licensing agency Euro Lizenzen known for developing programmes for long-term gain, reports growing success for properties The Little Prince and Guess How Much I Love You, which they have represented for almost two decades.

The Little Prince today is an ambassador of peace, childhood, sustainability and the protection of our planet. That’s why it’s so modern, hits the nerve of the times and covers a very broad target and product group. Latest signings for The Little Prince include a Direct-to-Retail deal with Germany’s leading book retailer Thalia. Thalia will develop over 50 different licensed products, which will be sold in over 500 shops in Germany, Austria and Switzerland as well as online from January 2025.

The end of 2024, the extraordinary brand Guess How Much I Love You marked its 30th anniversary. This important milestone was celebrated from autumn 2024 and will continue until the end of 2025. The licensor has

art licensing for several decades and is also proud to represent the groundbreaking art licensing platform SEMINAL. The Seminal digital art licensing solution is the result of more than 5 years of development in the field of

designed a logo and style guide extensions to honor the occasion. Naturally, there will be many new products as well as anniversary and special editions in stores to mark the anniversary.

Euro Lizenzen’s newest addition in its portfolio is representation of several hit anime IPs from Japan’s leading publisher Kodansha for consumer products, which include Attack on Titan, Fairy Tail, Witch Hat Atelier, Blue Lock, That Time I Got Reincarnated as a Slime, Go! Go! Loser Ranger! and Chi’s Sweet Adventures.

“The popularity of animé goes beyond borders and offers huge market potential,” said Günter Vetter, founder of Euro Lizenzen. He continued, “We strongly believe we have the most popular animé IPs in our roster, that are right for retailers and their customers. The titles represented by Euro Lizenzen not only have one of the highest comic sales, but the animés perform phenomenally well on popular streaming platforms such as Netflix, Crunchyroll, etc. Euro Lizenzen’s priority in 2025 is merging fashion and animé by finding new leading licensees for the product groups including fashion accessories, character figures, toys, games, backpacks, travel bags, home & living and clothing such as T-shirts, hoodies, shoes, sweatshirts, that meet fans’ great expectations.”

Euro Lizenzen has been a specialist in

art technology and connects artists with new opportunities by bringing together art IP with commercial opportunities. The constantly growing ‘all-in-one’ art platform offers one of the best selections of artworks and artists on the planet with 1000s of the most in-demand artists, “artist influencers” with a large, engaged followings, like VEXX, Ricardo Cavolo, Dede Bandaid, Tot Cat, Bicicleta Sem Freio, Ali Sabet, Gawx, Marjorie Strider Estate, to name a few.

Most of the population have limited opportunities to engage with art. Seminal aims to bridge that gap. Seminal’s selection of talented artists opens the door for endless creative possibilities for licensees through diverse genres leading to beautiful products.

Euro Lizenzen has already started initial talks for the Seminal licensing programme at BLE in London last September, where licensees have shown a strong interest in the new lifestyle content.

With a combination of creative excellence and strategic brand management, TBR The Brand Residence has made a name for itself in the industry. The agency focuses on creating compelling stories that grow into sustainable licensing brands. In 2025, franchises like CAVALLUNA WinterWünscheLand will set new benchmarks, while well-known brands such as The

School of Magical Animals continue their journey of success.

The enchanting world of CAVALLUNA WinterWünscheLand captivates audiences year after year with its magical storytelling. Now, this popular live show format by APASSIONATA – The Family Entertainment Group, which has already delighted over 50,000 visitors, is evolving into a comprehensive franchise.

CAVALLUNA WinterWünscheLand is an unprecedented Christmas fairytale universe filled with delightful adventures. Clever fairies, whimsical sorceresses, and brave elves accompany children on their journey of self-discovery, emphasizing the importance of believing in one’s dreams and wishes.

Rights holder APASSIONATA World

GmbH and brand agency TBR The Brand Residence are working closely to expand the brand across various domains. A first style guide featuring captivating illustrations will be presented in time for the Spielwarenmesse 2025 in Nuremberg, offering licensees a comprehensive basis for developing wintery and festive licensed products.

With The Last Whale Singer, TBR dives deep into the oceans. This animated film, set to release in German cinemas on January 1, 2026, and roll out globally, tells the moving story of Vincent, a young humpback whale. Battling selfdoubt and a looming threat, Vincent must save the seas with his magical song. The visually stunning underwater world and universal themes of

courage, friendship, and self-discovery promise an extraordinary experience. Telescope Animation, the creative force behind the film, has positioned The Last Whale Singer as the heart of a comprehensive story universe. By December 2024, a mini-game was released, complemented by an interactive storybook, a premium game, and a TV series already in development. Work on a sequel has also commenced.

This cross-media storytelling approach offers ideal opportunities for licensing, including educational kits, sustainable toys, and products emphasizing marine and environmental conservation. Environmental consciousness is integral to the Whale Singer universe. Telescope Animation collaborates with leading marine and whale conservation organizations to launch campaigns and initiatives that amplify the film’s ecological message upon its release.

In addition to new franchises, TBR celebrates significant achievements with the School of Magical Animals film series. The third installment, released in 2024, drew over 3 million viewers by year-end, breaking previous records. This represents a 25 % increase over its predecessor, solidifying the brand’s status as a cultural phenomenon. The brand’s popularity extends beyond box office success to impactful promotions and retail campaigns, such as the loyalty program at Penny, where the plush animal characters quickly found their way from displays to shop-

ping carts.

The fourth and final installment of the series, scheduled for release in September 2025, is already in production. Licensing opportunities for this last film remain abundant, spanning categories like “Back to School,” fashion, home textiles, and outdoor products, further extending the franchise’s innovative reach.

Another highlight in TBR’s portfolio is the licensing campaign for Michael Bully Herbig’s Das Kanu des Manitu (the Canoe of Manitou). The film, set to premiere on August 14, 2025, revives beloved characters from Herbig’s comedy-western universe. Initial licensing agreements have already been signed, with further deals nearing completion. The blend of humor and nostalgia offers licensees numerous possibilities.

With projects like CAVALLUNA WinterWünscheLand, The Last Whale Singer, and the ongoing success of The School of Magical Animals, TBR The Brand Residence showcases how compelling stories can evolve into robust licensing brands. Through creativity and strategic brand expansion, TBR is shaping 2025 into a year filled with magic—in cinemas, on stage, and in retail.

V.I.P. Entertainment & Merchandising AG report that after the successful start of the 10 Spanish Zorro episodes on Amazon Prime, international content house Mediwan is now placing the series in other markets. A further eight Zorro episodes were aired in France on Paramount+ and Canal+ starring Jean Dujardin and are also expected to capture international markets. Wilmer Valderrama and John Gertz are developing a remake of the Zorro series from the 1950s for which they have chosen Brian Cogman (Games of Thrones, Lord of the Rings etc.) as showrunner.

In addition, CBS is developing a female modern Zorro series with Robert Rodriguez, while Sony is working on four motion pictures. For Django/Zorro, Quentin Tarantino and John Gertz are executive producers.

In Germany, Europa Park, one of the largest entertainment parks in Europe, will launch a spectacular Zorro stunt show for at least two seasons this Spring. With three daily performances some around 200.000 visitors per season are expected. More than enough to justify a Zorro Merch Shop to satisfy the demand for Zorro licensed merch. Not only for the kids but also their parents, in particular of course their fathers or even grandfathers, who still cherish the international beloved hero with his 100+ year track record. If one now still considers that many of the 6 million park visitors per season will pass by the Zorro merch shop, one can understand Michael Lou´s claim, that there is hardly one single point of sale where one can reach such a large target group at once. You can easily understand that Zorro licensees are happy to have such an unique opportunity for a kick-start.

Michael A. Lou heads V.I.P. Entertain ment & Merchandising AG, the Ham burg-based licensing agent for Zorro for the German speaking markets. His agency became known for hav ing acted also as agents for Star Wars, James Bond, Tarzan, Pippi Longstocking, Dallas, the NFL and many international brands.

KIDDINX Media, a leading name in children’s entertain ment, is set to make 2025 an exciting year with a diverse range of projects. From iconic brands like Bibi Blocksberg to new licensing ventures, the company demonstrates how strategic storytelling

and robust partnerships bring brands to life. With creative film and series initiatives, coupled with innovative licensed products, KIDDINX continues to set benchmarks in family entertainment.

In 1980, the journey began with Witches Do Exist!, marking the start of a legacy that has delighted generations. Celebrating Bibi Blocksberg’s 45th anniversary, the slogan Lass die Hexe raus (Unleash the Witch!) resonates with audiences of all ages.

CEO Christiane Blatz emphasizes the brand’s evolution: “Starting with the classic audio play, Bibi Blocksberg now encompasses various audio and video products, driving the success of many licensed products. In the anniversary year, the new feature film aims to reach a broader audience, including boys and older children. We also plan to engage our adult fanbase with new design lines for grown-up product

categories. Even after 45 years, Bibi Blocksberg holds immense potential for further spin-offs and fresh stories. We’re confident the next 45 years will be just as thrilling and successful.”

Bibi Blocksberg demonstrates how consistent content keeps a brand vibrant, even decades later. With 155 regular audio episodes, numerous special editions, animated films, books, magazines and much more, the little witch remains a cornerstone of children’s entertainment. Her stories have sold millions of copies, making her a beloved presence in every child’s bedroom and gaining a growing adult fanbase.

This year, Bibi introduces new formats and milestones. Six new audio episodes will be released on both digital platforms and CDs. The popular “Bibi erzählt” (Bibi Tells) series will expand with two episodes featuring three short stories each. Additionally, a special new series of 12 interconnected short stories will launch, releasing monthly and delivering a continuous narrative. These initiatives promise to captivate loyal fans and attract new audiences.

However, the ultimate highlight of the anniversary year is the new feature film premiering on December 25 under the motto Eene meene Filmmagie, Bibi im Kino wie noch nie! (Eeny meeny Movie Magic: Bibi in the cinema like never before!). The film follows a thrilling adventure at the international witches’ congress, blending familiar charm with fresh ideas, cementing Bibi’s appeal on the big screen. With over 700,000 cinema-goers, the first part of the trilogy has achieved impressive figures. Katja Brandis, author of the novel series of the same name expressed her excitement, noting: “I’m delighted with the success of the film - it was super exciting for me to witness the making of the film and to be on set. Especially because the film was shot with real animals and I was able to get to know them!”

With the second installment completed and set for release on October 23, new characters played by Moritz Bleibtreu and Tom Schilling join the show. The first licensing products are already available, including the original film audio play and smartwatch bands by Xplora. Blu-ray, DVD, and digital releases of the first film are slated for March 13, accompanied by a 2026 film calendar from Athesia Verlag. Additional licensing products will follow the second film’s premiere.

With brands like Bibi Blocksberg, Pumuckl and Woodwalkers, KIDDINX

Media illustrates how classic characters can be revitalized through innovative content and strategic partnerships. The company’s ambitious 2025 projects reaffirm its position as a pioneer in children’s entertainment, blending nostalgic charm with modern storytelling to create unforgettable experiences for all ages.

Lifestyle, food and sports brands characterize the work of Hamburg-based licensing agency Lizenzwerft GmbH. Managing directors and owners Peter

Bichler and Christopher Conzen with their 11-strong-team have over 30 years of experience in the brand and licensing business.

‘In a highly competitive market, the appeal of a brand is more important than ever,’ says Christopher Conzen. ‘Attracting the consumer’s attention and winning the purchase decision through a string and professional brand appeal is becoming increasingly important.We see this in almost all category areas. Being the one brand that stands out is the goal.’

The LOOKS by Wolfgang Joop brand celebrates the 80th birthday of Germany’s most famous designer. Wolfgang Joop’s always strong media reach peaks at almost 10 million with coverage of the anniversary in media such as Der Spiegel, NZZ, Tagesspiegel and FAZ, to name but a few. In 2024,Wolfgang Joop’s well-known love for animals provided the basis for a new pet accessories range with international retailer Fressnapf. 2024 was a particularly sporty year with the addition of the European League of Football, which currently consists of 16 teams in 9 countries and is enjoying steadily growing viewer numbers.

Successful German designer Stefen Schraut is a new addition to fashion at Lizenzwerft. His combination of premium design and a contemporary lifestyle creates an unmistakable style.With his pronounced sense of aesthetics and a keen eye for detail, he expresses not only fashion but also personality. Stefen Schraut is extremely successful in the womenswear sector, exclusively at QVC. In 2025, Lizenzwerft will focus on new collabs for Stefen Schraut for a wide range of categories.

The fresh lifestyle brand GIN TONIC was able to expand its portfolio in 2024 with a new, listed fragrance series that perfectly emphasizes both the brand’s joie de vivre and light- heartedness. Following the successful launch of the new fragrances, the products will be pushed with a TV campaign on RTL Group in March.

Angelina Kirsch, Germany’s number 1 model, and her RockYour Curves brand celebrated a very successful launch on QVC and in the brand’s own webshop 2024.

World’s Origins x Wolfgang Joop, a brand which focuses on cultural connections in addition to stylish design and sustainability, entered into several collaborations in 2024. Besides products developed by licensee IBENA, high-quality socks with the SNOCKS brand have been launched and sold-out immediately. The collab with the Austrian high-end family business ZANIER will launch accessories from gloves to bags, hats and scarves.

Cult surfing brand HiFlyy will once again enter into strong partnerships with surf events in 2025, such as the Fehmarn Surf Festival. In addition to the successful media cooperation with Europe’s biggest surf magazine SURF, HiFly will also continue its successful collaboration with professional ambassadors from the surf scene in 2025. A relaunch of the HiFly online shop and an expansion of the existing product range are just as much a focus as the stationary presence in water sports outlets. The emoji® brand can justifiably claim to be one of the most global brands of all. Where language fails, emoji® takes over communication. Cheerful, positive and understandable - these attributes characterize emoji®. With Elli Jewelry & emoji , a world of jewelry was created in 2024 that puts people in a good mood. Iconic, expressivepieces of silver jewelry with emojis make the world a happier place.

Studio 100 International has taken on the global distribution and international licensing & merchandising rights for the brand-new animated series Dino Mates (26 x 11 min.). This captivating and humorous adventure, created in an innovative blend of 2D and CGI animation, is a co-production by MACK Magic, Hamburg-based label Edel Kids, and KiKA from Erfurt, with production currently underway at the B-Water Animation Studios in Spain. The series was developed under the leadership of Michael Mack, film producer, publisher, and CEO of MACK One, alongside his producer team, including Anne Tintinger and Tobias Mundinger. Dirk Hampel heads production at B-Water Animation Studios, while David Ginnuttis and Oliver Huzly oversee content creation with

editorial guidance from KiKA.

The series is inspired by the popular family attraction Madame Freudenreich Curiosités at the Europa-Park Resort and the internationally successful picture book series Dinosaurs in Grandma’s Garden, which has sold over 300,000 copies across eight languages. Targeted at children aged 6 to 10, the German premiere is scheduled for Fall 2025 on KiKA.

At the international TV market MIPCOM in Cannes last October, Studio 100 International unveiled the project to broadcasters and streaming platforms, receiving enthusiastic feedback, particularly for its concept and visual style. Negotiations with several broadcasters are already underway, and Studio 100 International plans a cross-platform presence for Dino Mates across all key channels, including YouTube and social media, to maximize reach.

The global licensing rollout for Dino Mates officially kicked off with the Dino Mates Summit on November 14 at Europa-Park. This event offered potential partners and licensees an exclusive look into the development and marketing strategy of the series. Dino Mates is positioned for strong licensing opportunities in categories such as toys, publishing, apparel, and location-based entertainment.

“We are creating a brand with Dino Mates that captivates children worldwide and offers extensive potential for diverse partnerships,” said Joachim Knödler, Head of Licensing at Studio 100 International. “The collaboration with MACK Magic, KiKA, Edel Kids,

and B-Water Animation Studios allows us to build a fascinating and expansive fan universe for children and families alike.”

Over and above Dino Mates, Studio 100 are looking ahead to the first Heidi animated feature film scheduled for 2025. Heidi – Rescue of the Lynx will be in movie theaters in Summer 2025, based on the heroine who has been one of the most popular female characters with 50 million books sold in 50 languages worldwide over 140 years. Studio 100 International is excited to celebrate the 50th anniversary of Maya the Bee’s first TV appearance in 2025, a milestone marking her journey

humorous spin-off of the successful Maya the Bee film series is targeted at older children, teenagers, and families. Delivery is planned for Q1 2026, with Studio 100 Film handling worldwide distribution.

Pure Brands takes pride in celebrating another year of great achievements, shaping strategic collaborations that captivate global audiences and strengthen its leadership in licensing and brand development. Every new collaboration represents a unique opportunity for Pure Brands to demonstrate its expertise and creating tailor-made experiences.

Last year, Pure Brands became the official licensing agency for Kettler, a renowned German brand recognized for its innovation, quality, and excellence.

As the exclusive representative, Pure Brands is honoured to expand the brand’s legacy by introducing its exceptional product line to new markets and broader audiences.

The agency is committed to facilitating premium licensing opportunities that reflect and uphold the brand’s core values.

Pure Brands celebrates an exciting launch of RUF’s iconic designs models—the RUF Yellowbird and RUF

from the classic 1970s TV series to her recent CGI-animated adventures. Maya’s charm and cultural impact have also reached the big screen with three feature films: Maya the Bee Movie (2014), Maya the Bee: The Honey Games (2018), and Maya the Bee: The Golden Orb (2021).

In early October, Studio 100 International announced the production of “Arnie & Barney,” an animated adventure about two unlikely heroes. This

GT—as remote-control building block toys and ride-ons. This partnership introduces the brand’s heritage to a younger generation and highlights how premium brands can extend their influence through innovative licensing strategies, setting new benchmarks for creativity and market impact.

Pure Brands is proud of the successful launch of Pininfarina’s H2 Speed building block car, featuring exciting remote-control functionality. This

project celebrates the spirit of Italian premium design and world-class engineering, allowing enthusiasts to experience Pininfarina’s excellence in a fun and interactive way.

An important contribution of Pure Brands to the development of a range of puzzles in collaboration with one of Germany’s leading game manufacturers. This partnership aims to highlight Liebherr’s legacy of engineering excellence by introducing creative and interactive product experiences that will attract children and game enthusiasts.

Pure Brands is honoured to be nominated as the global representative for Mercedes-Benz’s lifestyle section, showcasing the brand’s commitment to quality and innovation through premium products for a worldwide audience.

With the presentation of the Mercedes-Benz Unimog remote-control model, Pure Brands celebrates the legacy of this iconic multi-purpose offroad vehicle.

Pure Brands is also proud to announce its partnership with Zeiss, the global leader in optical technology. This collaboration will highlight Zeiss’ heritage of innovation and precision through technology-driven brand extensions across a wide range of consumer goods. The kids’ category is notable, featuring products such as science kits, including microscopes, experimental kits, and telescopes that are designed to promote early childhood development.

An exclusive collaboration with Olympia Le-Tan through a unique collection of clutches, inspired by vintage St. Moritz postcards that capture the essence of luxury and nostalgia. The Parisian atelier Olympia Le-Tan is renowned for its artisanal craftsmanship, its exquisite hand embroidery, and signature print-lined interiors.

Pure Brands played a pivotal role in the launch of Noblewood’s Beluga Noble Winter Vodka, a limited-edition bottle specially designed and inspired by the snow polo played on St. Moritz’ Lake.

The launch featured the “Ski Sip Savour” igloo pop-up lounge, offering Beluga cocktails, live entertainment,

and an exciting après-ski experience. A long-term collaboration between St. Moritz and a renowned Swiss watchmaker will launch a sophisticated collection of watches and fashion jewellery crafted in silver, rose and yellow gold. The collection blends Swiss craftsmanship with the alpine spirit of the region.

Commenting, Jürgen Halder, CEO of Pure Brands said, “Pure Brands will continue its commitment to excellence, strengthening existing partnerships and expanding our network. We aim to create impactful brand experiences ensuring that our clients exceed their goals.”

Ravensburger was founded in 1883 by Otto Maier in Ravensburg, Germany. Since then it ihas been a family business shaped by tradition and grown values. The company’s mission is to encourage discovering what really matters. Ravensburger products and services thus promote togetherness, build knowledge and social skills, enable relaxation and create lasting, joyful memories.

Today the Ravensburger AG is an international group that includes several renowned toy brands such as BRIO with innovative play worlds and ThinkFun with brain and logic games. The most important brand, the Ravensburger blue triangle, is one of the leading European brands for games, puzzles and arts & crafts as well as for German-language children’s and young adult books. Toys with the blue trian-

gle are sold in over 100 countries. It is a trusted brand that consumers associate with high quality contents and materials.

Licensed products are an integral part of Ravensburger’s portfolio. The company is renowned for its comprehensive assortment of puzzles with world-class IPs for adults and children from two to 40.000 pieces. Further highlights are themed versions of the famous board game brands Labyrinth and memory as well as the CreArt paint-by-numbers kits with popular characters.

To ensure that young and old fans alike can enjoy playing and learning together with their favorite characters, Ravensburger partners with the major studios: Paramount Pictures, The Walt Disney Company, Universal Studios and Warner Bros. Discovery. The company is collaborating with best in class video game developers Mojang, Nintendo and The Pokémon Company and has lately entered the world of manga and anime with IPs from Toei, Crunchyroll and Mediatoon. Thanks to the broad and iconic IP portfolio of these and many other partners Ravensburger’s product collection is very diverse. There is an offer for every fan.

The most recent success, launched in August 2023, is the trading card game Disney Lorcana, with more than one billion cards sold.

Among the product highlights for 2025 is a range extension of the 3D puzzle collectibles Hylkies with char-

acters from the Harry Potter universe. To celebrate the 15th anniversary of the digital gaming brand Minecraft, Ravensburger will release a Minecraft Labyrinth, a junior edition of the popular board game Minecraft Builders & Biomes and a variety of new puzzles. Readers can look forward to a brand new range of Barbie books for young adults.

And last but not least a long-awaited Pokémon version of memory® will be released in autumn 2025.

From games to screen: Ravensburger has also started licensing-out some of its wholly-owned IPs. Constantin Film has secured the film rights to the games Labyrinth, Scotland Yard and Lotti Karotti (engl. Funny Bunny).

For 2025 a TV show based on the game Nobody is perfect is planned with RTLZWEI. Options have been granted to various film producers for the following brands: BRIO World, Sagaland, memory, Wer War’s and the book series The Horse Whisperer Academy. Further option agreements for IPs are in finalization and Ravensburger will out-license two very important Ravensburger Group brands in 2025.

Nostalgic-Art, originally founded as a small shop in Berlin, has grown into a global leader in retro-inspired giftware, carving out a distinctive niche in the industry.

Situated in the historic “Kanonenhalle” in Berlin—a heritage building from 1916, meticulously renovated to meet

modern standards—the company offers a unique combination of nostalgic ambiance and operational efficiency. Serving over 3,000 commercial customers in more than 50 countries, Nostalgic-Art has established itself as a trusted provider of high-quality, vintage-style products.

Since its inception in 1995, Nostalgic-Art has created an impressive portfolio featuring both in-house creations and licensed designs from iconic brands such as Coca-Cola, Mercedes-Benz, Harley-Davidson, and Vespa. Known for their exceptional attention to detail and authenticity, the company’s products—including enamel mugs, metal boxes, and embossed tin signs—have become beloved items in boutique shops and retail outlets alike.

In 2024, Nostalgic-Art achieved several key highlights with the launch of licensed collections for globally recognized brands.

Among these was Michelin, a traditional brand renowned worldwide for its iconic mascot, “Bibendum.”

The company also introduced products featuring the beloved HARIBO Goldbears, a cult classic that has been delighting generations since 1922. Additionally, Nostalgic-Art expanded its portfolio with the legendary motorcycle brand Ducati and the prestigious 24 Hours of Le Mans, all now permanent highlights of its collection. These partnerships showcase Nostalgic-Art’s dedication to collaborating with iconic brands that resonate with consumers around the globe.

Furthermore, Nostalgic-Art introduced the round metal sign (Ø 35 cm), a bold and innovative evolution of its classic tin signs.

Manufactured from durable and recyclable steel, this circular format offers a fresh interpretation of a timeless favorite.

Showcasing vibrant, embossed designs from world-renowned brands like BMW, Ford, VW, and John Deere, these signs successfully merge retro aesthetics with modern sophistication.

The launch of the round metal sign underscores Nostalgic-Art’s dedication to sustainability. The recyclable steel construction and eco-friendly packaging, which includes a 100% recyclable window box, reflect the company’s commitment to reducing environmental impact.

Furthermore, local production in Germany helps to minimize transportation emissions, demonstrating how sustainability can seamlessly integrate with exceptional craftsmanship. Nostalgic-Art’s licensed products often feature prominently in retail campaigns and promotions, celebrated for their nostalgic appeal and collectible nature.

Retailers, boutique stores, and online platforms frequently showcase the products in seasonal promotions or themed displays, enhancing their connection with fans of the brands.

The company prides itself on licensing properties that inspire, resonate, and endure.

For collectors and enthusiasts, Nostalgic-Art’s retro products offer a stylish addition to any collection, bringing a unique twist to classic designs. For retailers, these items stand out as high-quality, visually appealing, and sustainably produced products tailored to meet the demands of today’s values-driven marketplace.

Nostalgic-Art continues to bridge the gap between tradition and innovation by collaborating with globally recognized brands to create products that honor the charm of the past while addressing contemporary needs. Those interested can discover the complete range of Nostalgic-Art’s licensed retro products at nostalgic-art.de. n

By Philippe Guinaudeau, BrandTrends

philippe.guineaudeau@ brandtrends.ai

ABOUT THE REPORT

The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. 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.

GERMANY’S TOP LICENSING TRENDS: A

COMPETITIVE MARKET OVERVIEW

Germany, the economic powerhouse of Europe, is also one of the most vibrant markets for entertainment and licensing. With a population known for its appreciation of quality content and innovative storytelling, Germans have cultivated a rich taste for entertainment. Whether it’s the allure of Marvel superheroes, the timeless appeal of Harry Potter, or the universal charm of LEGO, the German market is a fascinating microcosm of global licensing trends. This article delves into the key aspects of the German licensing market, exploring its competitive dynamics, consumer preferences, and future trajectories.

A Snapshot of the German Licensing Market

The licensing industry in Germany thrives on a dynamic interplay of local and international brands. The German market is characterized by fierce competition, as consumer preferences span over 213 recognized brands—a notable increase of 5.4% over the past year. This diversification reflects the growing appetite for content-driven consumer products, encompassing ev-

erything from action figures to branded apparel.

Inclusivity is a defining trait of the German licensing market. Over 52% of the favored brands enjoy equal popularity among both male and female audiences. Female-only preferences account for 27% of the market, while 21% cater specifically to male consumers. This balance demonstrates the universal appeal of major franchises and their ability to resonate across demographics.

Leading Brands and Their Impact

Despite its diversity, the German licensing market is still dominated by global giants, notably Disney and Warner Bros. The following rankings provide a closer look at the top-performing brands and their unique contributions:

• Marvel (18.8%): Leading the pack, Marvel’s extensive portfolio of superheroes has captivated German audiences, driving merchandise sales and content consumption. From Spider-Man to the Avengers, these characters embody action and adventure, resonating with a wide audience.

Germany Top Brands by Mention

Both Genders, age 0 - 65 years

• Disney (13.4%): The enduring charm of Disney’s characters, from Mickey Mouse to Elsa, underscores its cultural significance. Its diverse offerings continue to capture the imaginations of children and adults alike.

• Star Wars (8.7%): This franchise’s blend of science fiction and epic storytelling makes it a perennial favorite among Germans, particularly fans of science fiction.

• LEGO (7.6%): Beyond just toys, LEGO represents creativity and family engagement. Its licensing strategy, which includes partnerships with franchises like Harry Potter and Star Wars, cements its appeal across generations.

• Harry Potter (7.0%): Decades after the release of the first book, the wizarding world of Harry Potter continues to enthrall fans, a testament to its timeless storytelling.

• Nike (12th Overall): A surprising entry among Germany’s most favored entertainment brands, Nike owes its presence to a groundbreaking collaboration with Fortnite. The “Fortnite x Nike Airphoria” crossover introduced an immersive Air Max-themed experience featuring new skins, free Nike

German Brand Fragmentation - Top Brands

Both Genders, age 0 - 65 years

back bling rewards, and a UEFN creative map. This partnership successfully bridged the gap between sports and gaming culture, showcasing Nike’s innovative approach to engaging younger, digitally-savvy audiences. Other notable contenders include DC Comics, Mario Bros, and Game of Thrones, each occupying a smaller yet significant share of the market at around 5% each. These brands highlight the German audience’s affinity for diverse genres, from superheroes to gaming and fantasy drama.

Genre Preferences: What Germans Love

Understanding genre preferences is crucial for licensing professionals aiming to navigate this competitive market. In Germany, the following genres dominate:

1. Superheroes (52%): Superhero franchises like Marvel and DC Comics dominate the cultural zeitgeist. Their narratives of heroism and justice are particularly appealing to younger audiences and action enthusiasts.

2. Fantasy: Magical worlds and mythical storytelling, as seen in Harry Potter and Game of Thrones, cater to Germany’s deep appreciation for immersive narratives.

3. Family/Animation: Franchises like LEGO, Barbie, and Mickey Mouse carve a niche among families, promoting creativity and family bonding.

4. Gaming: Gaming brands such as

Mario Bros and Call of Duty enjoy steady popularity, driven by the increasing integration of gaming culture into everyday life.

Opportunities and Challenges for Licensing Professionals

For marketing professionals, the German licensing market offers both exciting opportunities and notable challenges. On the one hand, Germany’s robust consumer base and penchant for high- quality branded merchandise create a fertile ground for innovation. On the other hand, the market’s saturation demands strategic differentiation to stand out.

Key Opportunities:

• Expanding Inclusivity: Brands that embrace Germany’s inclusive market dynamics can develop multi-gendered campaigns to broaden their appeal.

• Leveraging Local Preferences: While global franchises dominate, there is potential for local brands to carve out a niche by focusing on culturally relevant content.

• Digital Transformation: With Germany’s increasing digital engagement, there’s a growing demand for virtual and augmented reality licensing experiences.

Major Challenges:

• Competition Intensity: The sheer number of brands vying for consum-

er attention necessitates a clear value proposition and innovative strategies.

• Cultural Nuances: Brands must navigate Germany’s unique cultural preferences and consumer behaviors to succeed.

The Future of Licensing in Germany

As the German licensing market continues to evolve, several trends are shaping its future. The rise of streaming platforms, for instance, is expanding the reach of global franchises while opening doors for niche content to thrive. Similarly, sustainability is becoming a priority for German consumers, prompting brands to incorporate eco-friendly practices into their product lines.

Moreover, technological advancements such as blockchain and NFTs are expected to redefine how intellectual property is monetized, creating new avenues for engagement. As these developments unfold, licensing professionals who stay ahead of these trends will be well-positioned to capitalize on the market’s potential.

Looking ahead, the German licensing market is poised for growth, driven by digital innovations, sustainability trends, and a deepening appreciation for diverse content. By aligning with these developments, licensing professionals can unlock new opportunities and ensure their brands resonate with Germany’s discerning audience. n

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 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.

Collaborating For Compliance

As we begin 2025, deadlines for legislative compliance loom ever closer and the need for innovation, industry collaboration, and an end to ‘business as usual’ grows. Products of Change continues to guide and support the industry through this period of both uncertainty and opportunity.

In 2024, Products of Change celebrated its five-year anniversary – five years of driving sustainability across the brand and licensing industry, through innovative collaborations, networking, educational programmes and workshops, and a buzzing community of changemakers.

All this was actualised at the Products of Change Conference on 6 November 2024, which saw the retail and brand licensing community congregate, including industry heavyweights, such as the BBC, Penguin Random House, Paramount, Warner Bros, Mattel, Universal Music Group, Disney, and the Natural History Museum, with the conference’s 2024 installment receiving its highest ever attendance level so far.

An overarching theme of the confer-

ence this year, and the keyword that many of our speakers came back to throughout their presentations, was collaboration.

Likewise, with such rigorous legislation only around the corner, never before has industry faced the simultaneous challenges of adapting to numerous legislative changes while transitioning to more sustainable and ethical operations.

However, while it may be easy to paint these challenges as too complicated

and a struggle for the industry, instead it can be viewed as an exciting opportunity for innovation and to cultivate new expertise and collaborate, discussing and addressing these challenges as one industry.

Navigating through legislation

James George, POC’s lead advisor brought together an industry panel discussing exactly this at the POC Conference, comprised of Michelle Papayannakos, director of sustainability at Paramount; Andrea Green, POC advisor and ambassador for North America; Jonathan Baker, COO at Fabacus; and Mike Swain, POC packaging advisor.

“How do we make sure we’re compliant?” asked James, “But how do we also make sure we’re pushing beyond compliance and creating change? Is policy a carrot, or is it a stick?”

It is challenging to navigate when timelines keep shifting and policies get watered down, but that is what POC is working to demystify.

Paramount’s Michelle Papayannakos, spoke about the Corporate Sustainability Reporting Directive.

One of the key parts of the CSRD is Double Materiality assessments, which requires organisations to look at how

climate change impacts them but also how they impact climate change. Since what is material in one sector may not be in another, there is a lot of ambiguity as to what this data should look like

“It’s an absolutely massive challenge, but everybody is going through the quagmire, so what will come out the other side of it is a lot of transparency from the corporates, about how they are doing this, what their impacts are, and what they’re doing to reduce them,” said Michelle.

Ecodesign for Sustainable Products Regulation (ESPR) was also a hot topic, with Jonathan Baker, COO of Fabacus, providing the lowdown.

“Adopted 20 July 2024, this is an important piece of legislation because it’s going to make products a lot more visible to consumers or shoppers,” said Jonathan.

This will require products to prioritise durability, reusability, repairability, recyclability, end-of-life management, and digital product passports (DPPs).

The EU is aiming for substantial market compliance by 2030 for the prioritised categories such as packaging. First working plans are expected in the first half of 2025, which will define specific requirements for these categories, with expected compliance required by 2027.

Mike Swain, POC’s packaging ambassador, continued the conversation towards Extended Producer Responsibility (EPR).

EPR essentially ensures that “The polluter pays,” setting out a large set of rules and policies to ensure this. The UK has implemented significant updates to its EPR regulations for packaging in 2024. These changes aim to ensure that producers cover the full costs of managing the waste from their packaging, thereby encouraging more sustainable practices.

EPR is a core component of the EU’s Circular Economy Action Plan (CEAP).

“A lot of data will need to be captured,” Mike explained, therefore, data fidelity is “absolutely key.”

All these changes have not come out of nowhere, they have been in conversation for many years, but now organisations’ hands are being effectively forced by legislation written into law.

Competitors to collaborators

Industry experts emphasise the need for collaboration when it comes to confronting the challenges of new legislation and the necessity of industry adaptation.

One sector leading by example in this mentality is children’s media and publishing. Products of Change spoke to Duncan Shearer, client services director at Seymour, and Steph Cooper, education & communications director youth & children’s at Immediate, on the collaboration that won them and other members of the Children’s Magazine Forum the POC Member Award for UN Sustainable Development Goal 9 – Industry Innovation and Infrastructure, at the 2024 Products of Change Conference.

Together with the Professional Publishers Association (PPA), companies and competitors across children’s magazine publishing, such as Immediate Media and Seymour, created the ‘Sustainable Children’s Magazine Roadmap.’

“We have never worked like this before,” said Steph, “My old habit was not to sit around a table with my competitors, and my new habit is we’re still competitors, but now we can sit around a table, and we need to sit around a table.”

The Roadmap set out the benefits of children’s magazines as well as how integral the covermounted toys are to both the purchasing and reading experience.

“We are a misunderstood category,” asserted Duncan; the “massive benefits that magazines bring to children’s literacy in the UK is seriously underestimated.”

However, room for sustainable improvement for the covermount toy is recognised.

The Roadmap cites the ambition for all covermount toys to be durable, produced with a lower carbon footprint and be fully circular so recyclable and recycled at end of life. There is also acknowledgment that, while great progress is being made, we don’t have all the answers yet. Therefore, until another suitable alternative material can be found, the work of the Roadmap is focused on reducing the impact of the plastic toys as much as possible.

The children’s media industry has exemplified that “the sum of your parts is greater than the whole,” said Duncan. For such industry-wide change and the proposal and acceptance of new industry standards and legislations, this level of collaboration is paramount. n

About Products of Change

POC is a purposedriven organisation, structured around its not-for-profit membership, educational resources, as well as its advisory team to support its members and the brand licensing industry on its sustainable journey. productsofchange.com

A Proven Partner for Brand Success

With over two decades of experience in the licensing industry, NLC has established itself as a trusted partner for brands seeking to expand their reach within Nordic and Benelux licensees. Based in Copenhagen and with an affiliate office in Amsterdam, NLC leverages its deep understanding of local markets and consumer preferences to develop and implement effective consumer product programs.

The agency celebrated its 20th anniversary in 2024 with a brand refresh and new website, signalling its commitment to future growth and innovation. Check out the website here: www.nordiclicensing.com.

The decade-long collaboration between NLC and Warner Bros. Discovery continues to deliver exciting results. In 2024, Warner Bros. Dis-

covery’s footwear category captured the imagination of consumers with a diverse range of products. From practical Batman safety shoes by Airtox to whimsical Wizard of Oz fashion shoes by roccamore, there was something for every fan.

Several licensees released superhero-themed products in 2024. With Batwheels now on Max, Netflix and DR Ramasjang, fashion retailer Name It launched a cool kids range. Both Batman and Superman beverages by Licenco also hit the markets.

The Harry Potter franchise continues to captivate fans with new products. In 2024, LEGO Harry Potter reached new heights with their largest licensed catalogue ever, and the popular Squishmallows debuted their first Harry Potter plush range, to name a few. The annual Harry Potter Back to Hogwarts event, celebrated in September, saw strong participation from Nordic retailers like Legekæden, Extra Leker, and Verkkokauppa. The success continued into Christmas with campaigns from Bog & Idé and Legekæden, including a grand prize trip to the Warner Bros. Studio Tour London – The Making of Harry Potter.

Care Bears by HM

Superman by Licenco

Experiential retail, like Harry Potter Back to Hogwarts, is the future. By creating unique experiences, retailers can drive demand and make September 2025 another significant moment for the franchise in Nordic retail.

2025 was off to a fashionable start for NLC and Warner Bros. Discovery, with a unique high-end fashion collaboration between Acne Studios and DC. Inspired by iconic DC women, Acne Studios’ SS25 collection is a nostalgic and innovative take on superhero fashion. The collection launched in January.

Continuing the strong 2025 line-up, the eagerly awaited return of The White Lotus, season 3, premieres on Max February 17th, followed by more exciting fashion collaborations across the Nordic region.

Additionally, the highly anticipated Superman movie, slated for release on July 11, 2025, is poised to be a major event for the DC Universe.To complement the film, a variety of consumer products are in development, promis-

ing an exciting summer for fans of the iconic superhero.

Fan favourites Tom and Jerry celebrate their 85th anniversary in 2025, with kawaii inspired digital content and a wooden figure from Boyhood to commemorate the couple.

Hello Kitty’s global appeal is undeniable. Her 50th anniversary in 2024 sparked global excitement. Danish licensee Boyhood released a limited-edition wooden figure, and fashion retailers H&M and Lindex capitalized on the trend with adorable kids’ collections.

As we look to 2025 and beyond, Hello Kitty’s popularity is on the rise. “The increasing interest from fashion retailers indicates a positive trend for the brand, potentially influencing other partners and categories,” says NLC Nordic Director, Ida-Helen Brønner.

2025 is another celebratory year for Hello Kitty and Friends. Kuromi turns 20 and My Melody turns 50, and both characters will be celebrated with new animated content.

The universally beloved Care Bears

continue to embrace the retro trend with new plush toys launching in Europe in 2025. And the Care Bear Stare is back! Spreading joy and reminding us of the power of kindness.

Cycling, particularly women’s cycling, is on the rise. The Tour de France Femmes avec Zwift is a key event in the growing $1B women’s sports industry, offering exciting licensing opportunities for 2025 and beyond.

The innovative team of professionals at NLC is constantly seeking new licensing opportunities to explore. And there are several exciting projects in the pipeline for 2025 involving never-seen-before categories.

“We constantly embrace the ever-changing world and seize the opportunities it brings”, says Managing Director, Kirsten Gyde. n

Hello Kitty by Lindex

Batwheels by Name It

Recently, the Angry Birds brand reached a huge milestone, celebrating its 15th anniversary at the end of 2024, which included a flurry of new licensing partnerships and activations across the Nordics. From collectible figurines to tasty treats and thrilling new adventures, Angry Birds is captivating fans of all ages, and with The Angry Birds Movie 3 now in production, fans of the brand can only expect more exciting announcements to come.

Read on for a roundup of a few highlights of the exciting Angry Birds licensing activities happening in the Nordics!

We start our Nordic tour in Denmark, where design firm BOYHOOD is bringing Angry Birds to life in a collection of wooden collectibles. The company has unveiled a stunning collection of Angry Birds figurines crafted from high-quality, FSC-certified European wood. Featuring the iconic Red, Chuck, and Bomb characters, these meticulously detailed collectibles are a must-have for fans worldwide.

Next, we stop for a snack in Sweden, where Live Brands Factory is treating fans to Angry Birds themed snacks. launched a delectable range of Angry

Birds-themed soda, ice cream, and cakes in Sweden. Available in Axfood Group’s retail chains, these tasty treats are flying off the shelves.

Additionally, Angry Birds sodas will also be available in neighboring Norway.

For some in-flight entertainment, the Angry Birds have been seen on screen in the Nordics as well. Their new animated series, Angry Birds Mystery Island premiered in 2024 and is now available for streaming throughout the Nordic countries on Amazon Prime Video.

Embracing their penchant for play, the Angry Birds join Character Group’s Goo Jit Zu toy line, known for its squishy, stretchy, and malleable action figures. This collaboration introduces a new element of tactile play to the Angry Birds franchise for fans throughout Europe. Goo Jit Zu toys are popular for their unique texture and ability to be stretched and squeezed while retaining their shape, making them a hit with children.

Finally, soaring into the new year, the Angry Birds is making a splash at Sea Life aquarium locations around the world in an activation that focuses on teaching visitors how to save the ocean and protect the animals under the sea in fun and engaging activities. In the beginning of the year the activation is also coming to the birds’ native Finland. It’s good to be home!

The year of the 15th anniversary of Angry Birds has been a whirlwind tour filled with exciting partnerships and collaborations in the Nordics and all over the world. As we look forward to the highly anticipated third Angry Birds movie and the future, it’s clear that the Angry Birds franchise shows no signs of slowing down. With its continued innovation and ability to captivate audiences of all ages across games, animated content, licensed products, and more,Angry Birds will undoubtedly remain a beloved and influential force in the world of entertainment for years to come.

The Astrid Lindgren Company represents the works of Astrid Lindgren, one of the world’s best- selling and prolific authors. Considered a national treasure with presence in nearly every household in Sweden including on the country’s 20 crown banknote, her most well-known character Pippi Longstocking also enjoys around 90% awareness across all Scandinavian countries as well as additional European countries such Germany and Italy (Netigate study 2019). Pippi is also well loved in Asia, in particular China where the book is the third bestselling foreign children’s books of all time.

Due to the staggering 34 chapter books, 41 picture books, 49 feature films and 22 TV productions, the company has been managing a dozen different licensing programs based on Astrid Lindgren’s cherished works. From 1st January 2025, the company is entering into a partnership with Scandinavian agency Rights & Brands which will be the master licensing agency for all licensing programs.

Several new collaborations are to be announced at the beginning of the year, as well as anniversary products and campaigns with licensees such as Kungsörnen, Orkla Group, tonies, Micki, Muurla, Story House Egmont, Martinex, Kavat, Tildas Sweden, Geggamoja, Designhouse Stockholm and a number of book publishers. A brand new game for mobiles and tablets, ‘World of Pippi Longstocking’ was recently released worldwide by Paper Play Games, and a collection of Pippi accessories from Nordicbuddies targeting an older audience has recently hit the market.

New illustrations made by Qvisten Animation in the style of the long-deceased Ingrid Vang Nyman who illustrated the original Pippi Longstocking books were introduced in last year’s picture book “Pippi Celebrates Christmas” and will continue with “Pippi Plans an Outing” in 2025. This innovation within illustration opens the door to possibilities of new versions of Astrid Lindgren’s works whilst still maintaining the original visual style.

In 2025, the overall focus for the company will be the Pippi Longstocking 80th Anniversary and the ‘Be More Pippi’ campaign. Pippi Longstocking is and remains one of the greatest role models for generations of children and the anniversary creates a unique opportunity to bring Pippi’s power to the global community.

‘Be More Pippi’ means to be more generous, brave, independent, kind… Above all it’s about using your power to do good, be it small or big deeds. It can also mean trying unconventional approaches to ordinary situations or problems –just like Pippi does!” says Anna Forslund, Communications Manager at The Astrid Lindgren Company.

Together with agents, publishers and licensing partners, as well as non-profit organisations such as Save the Children, the company is planning a series of special activities in 2025, including new digital content. In addition, there will be special anniversary products and promotions in stores to further spread the message ‘Be More Pippi’.

Last year, the hour-long special ‘Christmas with Astrid Lindgren’ (also by Qvisten Animation) aired on Christmas Eve across Sweden on public television broadcaster, SVT. ‘Christmas with Astrid Lindgren’ includes new animations, along with classic Christmas-themed clips of Pippi and other stories. SVT plans to continue airing the well-received program every year, and this year the program was also a huge success in Norwegian cinemas. It has also premiered in Danish and Finnish cinemas, as well as on Prime Video in Germany.

The highly anticipated Ronja, the Robber’s Daughter (Filmlance Interna-

tional) fantasy-filled live action series premiered on Netflix this year across a number of markets (and on ARD in Germany) and received glowing reviews.

The Astrid Lindgren Store, the online shop with the largest selection on the market of clothes, toys, homeware and books from Astrid Lindgren’s world of stories, celebrated its first anniversary during 2024. The investment in e-commerce is part of an effort to focus on Germany, a key market for the Astrid Lindgren Group. The store also offers an excellent shop window for licensees.

Effective January 1, 2025, the Scandinavian agency Rights & Brands will become the licensing master agent for Astrid Lindgren’s characters. This collaboration reflects a common ambition for growth and creativity with the goal that Astrid Lindgren’s stories will continue to delight, comfort and inspire new generations. Among the famous characters are Pippi Longstocking, Emil in Lönneberga, Ronja, the Robber’s Daughter, The Children of Noisy Village and Karlsson on the Roof.

2025 marks the 80th anniversary of the Moomin stories. The central theme of the anniversary year is the Moominhouse and what it stands for –a sense of belonging, a place where the

door is always open. Under the theme of “The Door is Always Open,” new and returning fans alike are invited to join in global Moomin80 celebrations throughout 2025, including charitable fundraisers, fan competitions, new book, film, product launches and much more.

Moomin and Rights & Brands will collaborate with renowned fashion retailers and designers to launch collections inspired by the Moomins’ timeless themes and bring Moomin products to new audiences in the U.S. and worldwide throughout the anniversary year. For the holiday season, Acne Studios Acne Studios announced a special collaboration with Tove Jansson’s Moomin universe. The collection is a part of the Acne Studios SS25 ‘Face’ collection, designed to capture a mood of youthful expression, colour and play.

Moomin Characters also launched a major new partnership with retailer Urban Outfitters, bringing an exclusive collection of Moomin-branded products into all 195 stores in the U.S. Finnish furniture designer, Artek, founded in 1935, and Moomin Characters will celebrate their dual anniversary and launch a new Artek x Moomin collection. Available for purchase in March, the reimagined Aalto products feature early drawings by Tove Jansson. In October, Japanese

designer Tao Kurihara debuted a Tove Jansson-inspired runway collection, to be followed by a Moomin-inspired collection launching in 2025, for tao by Comme des Garçons. Danish label Rue De Tokyo will also do a collection with Moomin, set to debut in stores at the end of January during the autumn/ winter ’25 Copenhagen Fashion Week. A truly unique offering, the collection features exclusive, never-before-seen Moomin anniversary artwork on Rue De Tokyo’s timeless and sleek designs.

The adaptation of Tove Jansson’s novel, “The Summer Book,” starring Glenn Close and directed by Charlie McDowell, will also hit screens in 2025 following premieres at BFI London Film Festival and AFI Film Fest.

Rights & Brands is proud to announce its official appointment global licensing agency for Camilla Läckberg’s beloved children’s book series Super-Charlie and the artist Sam Wilde.

Camilla Läckberg, one of the world’s most renowned crime writers, has captivated audiences worldwide. Since her debut in 2003, over 39 million books have been sold in more than 60 countries. The first Super Charlie feature film will premiere in several countries in 2025 after debuting in Sweden on Christmas Day.

Sam Wilde is a multidisciplinary British artist who crafts unapologetically imaginative fine art patterns packed to the brim with personality and immersive detail. A master of colour and illustration, Sam’s award-winning artworks subvert audiences’ expectations by flipping pattern design on its head with his signature world-building approach to the genre. A feast for the eyes, his hand-drawn worlds redefine the medium for a new generation and are a modern-day marvel to behold.

Maxi & Helium, the fastest-growing children’s book series ever in Sweden and Norway with over 3,8 million books sold, just launched their first digitalized adventure as Maxi & Helium’s Cheese Run was launched on Roblox. n

Sweden’s Licensing Market: A blend of tradition and modernity

Sweden, a nation celebrated for its innovation, high-quality design, and progressive values, has cultivated a distinctive taste for entertainment. From its appreciation for timeless storytelling to its embrace of modern digital platforms, Sweden’s licensing market reflects the country’s cultural sophistication and dynamic consumer preferences. This article explores the key trends, competitive dynamics, and opportunities in Sweden’s licensing market, offering marketing professionals a comprehensive view of this unique landscape.

Overview of the Swedish Licensing Market

The Swedish licensing market presents a nuanced mix of reasonable competition and market concentration. Spanning 112 favored brands, this marks a 6% decrease over the year, reflecting a shift towards greater consumer focus on top properties. This concentration has created an environment where leading brands command significant attention, while mid-tier and niche properties face stiffer challenges in capturing market share. Sweden’s market is also notably inclusive. Over 55% of the favored brands appeal to both males and females, a

4-point increase that indicates growing gender-neutral engagement. Brands preferred exclusively by males account for 27%, while 18% are preferred only by females, underscoring a balanced yet slightly male-skewed demographic dynamic.

Leading Brands and Their Impact

Despite the reasonable competition, the Swedish market is heavily influenced by a handful of dominant players, notably Disney and Warner Bros. Their properties, spanning cartoons, comics, and family entertainment, remain central to the Swedish entertainment ecosystem.

• Marvel (13.0%): Leading the Swedish licensing market, Marvel’s superheroes have established a strong foothold, resonating with audiences across age groups. From Avengers to Spider-Man, its wide-ranging narratives continue to dominate consumer product adaptations, from apparel to collectibles.

• LEGO (7.6%): Tied for second place, LEGO’s timeless appeal lies in its ability to merge creativity with storytelling. Its collaborations with major franchises, including Star Wars and Harry Potter, further solidify its posi-

tion in Sweden.

• Minecraft (7.6%): As a cultural phenomenon in the gaming world, Minecraft is on par with LEGO in the Swedish market. Its immersive, user-generated worlds resonate particularly with younger audiences and gamers, driving demand for licensed products.

• Disney (7.6%): Beyond Marvel, Disney’s iconic characters and family-friendly content make it a beloved staple in Sweden, with franchises like Frozen and Mickey Mouse maintaining significant traction.

Other notable mentions include Spider-Man (6.6%) and Pokémon (5.9%), which continue to enchant Swedish audiences with their strong narratives and character-driven appeal.

Genre Preferences in Sweden

Understanding genre preferences offers valuable insights into Swedish consumer behavior. The following genres dominate the licensing landscape: 1. Superheroes: Superhero franchises such as Marvel, DC Comics, and Spider-Man collectively command a large share of consumer interest. Their themes of heroism and resilience align with Sweden’s cultural appreciation for compelling narratives.

The BrandTrends Group unveils some major findings from its most recent research.

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The current report provides a detailed analysis of brand awareness, popularity, and purchase intent of the most important Entertainment brands within a country. 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.

For information, contact: Philippe Guinaudeau BrandTrends philippe.guinaudeau@ brandtrends.ai www.brandtrends.ai

TOP BRANDS FRAGMENTATION IN SWEDEN BOTH GENDERS. AGE 0 - 65

2. Fantasy and Family Animation: Franchises like Disney, Star Wars, and Harry Potter reflect Sweden’s fondness for imaginative storytelling and family-oriented content. These genres are particularly popular among children and families.

3. Modern Media: Platforms like Netflix and YouTube introduce a newage dimension to the licensing market. Their role in bringing contemporary, often globally trending content to Swedish audiences cannot be understated.

4. Classic Literature: Surprisingly, adaptations of classic literature hold a niche yet enduring appeal, accounting for 7.3% of mentions. This reflects Sweden’s cultural emphasis on education and intellectual engagement.

Concentration and Market Dynamics

The Swedish licensing market’s concentration around top properties presents both opportunities and challenges for marketing professionals. The top five brands account for over 26% of total mentions, leaving a limited share for smaller or emerging players. This dominance necessitates strategic positioning for mid-tier brands to carve out their niches and appeal to Sweden’s discerning consumers. For instance, while Marvel and Disney enjoy widespread recognition, brands like Pokémon and Spider-Man maintain competitive footholds by targeting specific demographics such as younger audiences and gaming enthu-

siasts. This stratification underscores the importance of tailored marketing approaches that align with consumer preferences.

Opportunities and Challenges for Licensing Professionals

Key Opportunities:

1. Inclusivity: Sweden’s increasingly gender-neutral market presents a ripe opportunity for brands to develop universally appealing campaigns and products.

2. Leveraging Digital Content: The influence of platforms like Netflix and YouTube highlights the potential for integrating digital-first strategies in licensing, tapping into Sweden’s techsavvy population.

3. Expanding Classic Literature Adaptations: The niche interest in classic literature adaptations offers untapped potential for intellectual and educationally aligned products.

Major Challenges:

1. Market Concentration: The dominance of a few brands creates intense competition for visibility and consumer engagement among mid-tier and niche players.

2. Cultural Specificity: While global franchises perform well, understanding and aligning with Swedish cultural nuances is essential for sustained success.

The Future of Licensing in Sweden

As the Swedish licensing market continues to evolve, several trends are shaping its trajectory:

• Digital Transformation: The rise of streaming platforms and immersive experiences (e.g., augmented reality) offers new avenues for brands to engage Swedish audiences.These innovations are likely to become integral to future licensing strategies.

• Sustainability Focus: Sweden’s commitment to sustainability extends to consumer expectations. Licensing professionals must increasingly incorporate eco-friendly practices, from product design to packaging, to align with Swedish values.

• Content Localization: While global franchises dominate, there is growing scope for localized content and collaborations that reflect Swedish culture and values, catering to the country’s strong sense of identity.

But now, what innovative strategies will shape the future of Sweden’s licensing market as it balances tradition with modern digital trends?

Well, in very short words, the answer lies in the capable hands of licensors, licensees, agents, and retailers, whose collaborative innovation and strategic foresight will shape its evolution. n

By Ross Walker Yotonyo Studios

To learn more, please contact: ross.walker@ yotonyostudios.com

Stripped bare, an NFT (non-fungible token) is a digital contract. It offers unrivalled, decentralised transparency and auditability because it is a product of blockchain technology.

Blockchain is the pipeline that services cryptocurrency of every kind. It’s the ledger, not the currency itself. It is to crypto what Uber Eats is to receiving your McDonalds at home. It’s the delivery vehicle.

Decouple the two, and it is that blockchain offers remarkable opportunity and benefits to all who use it properly.

What we witnessed in 2021 when Christie’s auctioned off a JPG file of a Beeple artwork for $69m was the advent of a gold rush. Everyone clamoured to get into NFTs as if it was a golden ticket to royalty riches.

What followed was a spike in speculative NFT releases from a good majority of IP owners that failed to acknowl-

edge one critical importance. That was that as a simple asset, of any kind, it needed to offer utility.

Consumers, collectors and speculators don’t want a glorified JPG. What NFTs need is a continuous and increasing value proposition.

There will always be speculators. Putting asset appreciation to one side, Let’s expand on the broader potential of the technologies, and what they can really do when put to proper use.

Pedigree & Authenticity

Above all else, an NFT offers ownership. The ownership of an NFT is most often limited to an edition, which creates rarity, and with it, potential value. In this case, an NFT works well in a game or as a straight-up collectible.

When NFTs are minted or traded (exchanged), they create an immutable lifecycle of ownership that can be traced from origin onwards.

This digital footprint of a single asset provides indisputable ownership and enables the owner to prove, without question, ownership of the NFT, and a transparent stamp of who owned it, where, when, and how the NFT might have been altered before it came into their ownership.

Phygital Twinning

This is a recent technology breakthrough. It means the ability to twin a physical asset to the blockchain 1:1. An example of this would be twinning a physical trading card to a NFT. In the event the physical card is destroyed, lost or stolen, a generation 2 of the physical card can be recorded to replace the original version without hurting circulation, and generation 1 is made obsolete. It’s 101 version control.

Broader application of this technology will be in the field of Digital Product Passports (DPP) or drivers licenses, anti-counterfeiting measures and oth-

er deployments that allow lifecycle transparency and tracking of physical and or digital assets.

The future of NFTs and blockchain

It’s bright. The initial gold rush, and the consequent stigma associated with NFTs mirrors some of the early outcomes from the original dot com bust in the early 2000s.

The problem wasn’t with the technology or what it promised, but the deployment and behavioural change that was required to sustain it. It took time. We don’t think twice about ordering goods online nowadays, and adoption is ubiquitous.

Utility

Too many original NFT releases lacked utility. There were suggestions that if you bought in now, then proceeds from those sales would be invested into creating ongoing inherent value in the asset by providing owners with XYZ. It didn’t in most cases materialise.

In future, careful and thoughtful consideration needs to be given to what an NFT represents. What’s the story arc? How does the asset continue to gain material (rather than presumed financial) value by offering opportunities and benefits.

Does ownership of an NFT afford its

owner access to benefits, perks, discounts or unique experiences that aren’t available to those that don’t own that NFT?

If it does, it offers real utility and a value proposition that differentiates it enormously from not owning it. It offers a very real USP.

NFTs offer IP owners the opportunity to shift gears and change how they interact with consumers. Done well, it provides a direct relationship with the end consumer that perpetuates.

Sure, it’s transactional, but by cutting out, for example, middle men such as

social platforms, and instead investing in content that directly benefits NFT owners, there can be a measurable and direct connection with customers.

Own your customer 101.

Frankly, it’s where all major sports should be looking to, now and in the future, to drive connection with younger, tech-savvy consumers seeking a different kind of relationship with a club, franchise or league.

NFTs allow companies with strong IP to own the relationship and to nurture direct consumer interaction. It’s a paradigm shift.

In doing so, all the benefits are derived from owning the NFT. Those left on the outside are passively engaging bystanders.

At Yoton Yo Studios, the team has pioneered technologies that can embed invisible data in printed matter, scan files to a smartphone that are invisible to the naked eye, and create 1:1 twinning of a physical asset to the blockchain. Nobody else does this.

We’re bullish on the future of NFTs, their utility, and in the power of blockchain to change industries, and how we interact with them in a transparent and efficient way in future. n

By Amer Bitar CEO & Founder Markettcom

Licensing Agency

Amer Bitar is a licensing and cultural expert who specializes in the Middle Eastern market. Amer founded and manages Markettcom, a boutique licensing agency that supports brands looking to expand their business in the MEA region.

amer.bitar@ markettcom.com www.markettcom.com

The Power of business networking in growing licensing opportunities in the Middle East

In today’s interconnected world, business networking has become an essential driver of growth and expansion, particularly in dynamic and rapidly evolving markets like the Middle East. Licensing businesses, which rely heavily on relationships, partnerships, and trust, are uniquely dependent on strong networking foundations to succeed.

Global business networking events such as Licensing Expo, Brand Licensing Europe (BLE), and numerous other licensing events supported by Licensing International have consistently demonstrated their value by connecting brands, retailers, licensees, and

agents worldwide. These events act as powerful enablers for collaboration, innovation, and the creation of new business opportunities, reinforcing the irreplaceable value of face-to-face interactions in the licensing industry.

However, the Middle East, despite its immense potential, has long lacked a dedicated platform for licensing networking events, Licensing Horizons, launched in 2023 by BrandTrends and Markettcom, has emerged as the premier platform addressing this gap. For global brands looking to expand into the Middle East, Licensing Horizons offers an unmatched opportunity to build strategic connections, gain criti-

cal market insights, and unlock substantial business potential.

Much like Licensing Expo and BLE serve as essential hubs for their respective markets, Licensing Horizons provides a regional focal point where industry stakeholders - including global brands, licensees, retailers, and agents - can converge to share ideas, exchange expertise, and form lasting partnerships. By bridging global opportunities with regional dynamics, Licensing Horizons creates a collaborative environment that drives sustainable growth and innovation in the Middle East’s licensing industry.

Amer Bitar

The Middle East

The Middle East has emerged as one of the most promising regions for the licensing industry. With its young and growing population, increasing consumer purchasing power, and a strong affinity for global brands, the region presents substantial opportunities for licensing businesses across diverse sectors, including entertainment, fashion, food & beverage, sports, and heritage brands.

Countries such as the United Arab Emirates, Saudi Arabia, Qatar, and Egypt are leading this growth. Investments in infrastructure, entertainment venues, shopping malls, and tourism are creating a fertile environment for licensing. For example, Saudi Arabia’s Vision 2030 initiative has spurred an influx of entertainment and retail developments, while Dubai’s reputation as a regional hub for trade and tourism continues to attract global brands. Despite these opportunities, breaking into the Middle Eastern market requires a strategic approach. Licensing businesses need to navigate cultural dynamics, identify the right partners, and localize offerings to resonate with regional consumers. This is where the power of business networking becomes invaluable.

Why business networking is critical for

licensing success

1. Building trust and relationships: Licensing is a relationship-driven business. Success relies on mutual trust, shared goals, and long-term partnerships. In the Middle East, personal relationships and trust are vital to doing business. Networking provides a platform to establish credibility, build rapport, and foster relationships with key stakeholders, including licensees, retailers, agents, and government entities.

2. Accessing local market insights: The Middle East is a diverse region with distinct consumer preferences, cultural values, and market regulations. Business networking enables global brands to gain valuable on-theground insights into market trends, audience behavior, and local business practices. By connecting with regional experts, brands can avoid pitfalls, tailor their licensing strategies, and align offerings with local demands.

3. Finding the right partners: Partnering with the right licensees, distributors, retailers, and agents is critical for success in the Middle East. Business networking events allow brands to identify credible, experi-

enced partners who can navigate the local landscape, establish distribution channels, and drive growth. Whether it’s identifying potential partners for retail activations, entertainment experiences, or merchandise manufacturing, networking serves as the bridge to connect global brands with local opportunities.

4. Enhancing visibility and exposure: For global brands looking to establish a presence in the Middle East, business networking events offer significant opportunities for visibility and exposure. These platforms attract industry leaders, decision-makers, and influencers, creating a space for brands to showcase their value proposition, explore collaborations, and position themselves as key players in the region.

5. Licensing Horizons: For brands seeking to leverage the power of business networking to grow their licensing business in the Middle East, Licensing Horizons is the ultimate platform. Scheduled to take place on February 25, 2025, at the prestigious Sofitel Dubai Downtown Hotel, Licensing Horizons is a must-attend event for global brands, regional players, and industry professionals.

Register Now at https:// www.licensinghorizons. com/ and take the next step toward growing your brand in one of the world’s most exciting markets.

Why Licensing Horizons is the gateway to the Middle East

1. Connecting global brands with regional leaders: Licensing Horizons serves as a bridge between global brands and key stakeholders in the Middle East, including licensees, retailers, developers, and investors. The event fosters meaningful interactions, enabling brands to forge partnerships that drive growth and create lasting value in the region.

2. Market insights and industry trends: Licensing Horizons provides a platform to gain deep insights into the Middle Eastern market. Through panel discussions, expert sessions, and case studies, attendees can learn about emerging trends, consumer behavior, and opportunities across sectors such as entertainment, retail, hospitality, and education.

3. Showcasing opportunities for collaboration: Brands attend-

ing Licensing Horizons have the opportunity to showcase their licensing programs, explore new categories, and collaborate on unique activations. Whether it’s through retail partnerships, location-based entertainment, or branded experiences, the event enables brands to connect with partners who can bring their vision to life.

4. Navigating the regional business landscape: Licensing Horizons provides valuable guidance on navigating the Middle Eastern business environment. From understanding cultural nuances to navigating legal frameworks, the event equips brands with the tools and knowledge needed to succeed in the region.

5. An unparalleled networking opportunity: At its core, Licensing Horizons is about connections. The event brings together a diverse network of industry leaders, decisionmakers, and innovators, creating a dynamic environment for networking and relationship-building. Attendees

can connect with potential partners, explore new opportunities, and position their brands for success in the Middle East.

Key Benefits for Global Brands

1. Expansion into a highgrowth market: By attending Licensing Horizons, global brands gain access to one of the fastest-growing markets for licensing in the world. The Middle East’s increasing appetite for branded experiences and merchandise makes it an ideal destination for brands looking to expand.

2. Opportunities across multiple categories: From entertainment and fashion to sports and food & beverage, the Middle East offers diverse opportunities for licensing. Licensing Horizons connects brands with partners across these categories, enabling them to explore new revenue streams and grow their presence in the region.

3. Access to industry leaders: Licensing Horizons attracts key players from the regional licensing ecosystem, including licensees, agents, retailers, and government stakeholders. For global brands, this is an unparalleled opportunity to engage directly with decision-makers and influencers who can drive success.

4. Driving brand authenticity and cultural relevance: Successful licensing in the Middle East requires a deep understanding of cultural values and consumer preferences. Licensing Horizons helps brands align their programs with local sensibilities, ensuring that their offerings resonate authentically with Middle Eastern audiences.

The Middle East holds immense potential for licensing businesses, and Licensing Horizons is the key to unlocking it.

Join us on February 25, 2025, at the Sofitel Dubai Downtown Hotel to connect with industry leaders, explore partnerships, and gain the insights you need to succeed. n

By Alice YANG

Deputy Secretary General of Licensing Council of China

alice_yang@tjpa-china.org

CHINA’S LICENSING INDUSTRY Insights and Trends

Review of China’s Licensing Industry in 2024

In recent years, everyone can tell there is something happening in China’s licensing industry: it is growing unexpectedly well and fast, emerging as a significant force in the global brand licensing market.

Steady Growth of the Licensing Market

The IP brand licensing market in China has consistently expanded, with the market scale increasing steadily. According to the “China Licensing Industry Report” published by the Licensing Council of China, the annual retail sales of licensed merchandise in China market reached 140.1 billion RMB in 2023, a 0.8% year-over-year increase, and licensing revenue reached 5.47 billion RMB, up by 0.9%. Against a backdrop of global economic challenges, China’s sustained and stable growth stands out. This growth correlates closely with consumption upgrades, a thriving cultural industry, and younger generations’ preferences for IP-related content. As China’s IP licensing market expands, more international brands are increasing their investments in China, fostering a cooperative environment between domestic and international IPs.

The Rise of “Guochao”

With growing confidence in the nation, domestic Chinese IPs have gained significant traction, especially those that incorporate traditional Chinese culture and museum themes. IPs such as the Forbidden City, Dunhuang, pandas, and Hanfu (ancient Chinese costumes) have been reimagined through

a combination of Chinese elements and modern trends.

Those “Guochao” (国潮 Chinese national trend) IPs, supported by the growth of cultural tourism, have become increasingly popular and now occupy a place in the mainstream IP market.

Domestic Guochao IPs are not only popular within China but are also making inroads internationally. Cultural IPs such as Black Myth: Wukong have successfully “gone global”, reflecting both Chinese consumers’ growing cultural confidence and a rising global interest in Chinese-style cultural trends.

Crossover Collaboration in Trend

Cross-industries collaboration has become an important trend in brand licensing. More IP brands are forming partnerships with companies across fashion, food & beverage, tourism, and other sectors to release co-branded products, making this practice a standard marketing approach for many consumer brands.

Such collaborations not only enhance the market influence of IPs but also enrich the cultural value of brands, attracting broader audiences. This trend, especially favoured by Generation Z and Generation Alpha, is seen as innovative and appealing due to the uniqueness and creativity of co-branded products.

Fan Economy Drives New Content & Business Models

The fan economy is a phenomenon where fans of a particular celebrity or influencer create a thriving market around their idols. Now it plays an increasingly crucial role in China’s IP li-

censing market, with young consumers (especially from Generation Z) willing to pay for emotional resonance and unique experiences, for their beloved IPs. This trend is especially evident in areas like anime and trendy collectibles, where fan loyalty significantly boosts consumption.

The boom of “Goods Economy” in 2024 epitomizes this collective surge in fan-driven spending within the anime and virtual goods sectors.The fan-driven model boosts brand influence and

directly drives sales of licensed products, with fan engagement now integral to IP management.

Retail spaces targeting IP fans have also expanded, with IP-themed stores and pop-up shops flourishing in 2024. These venues attract in-store visitors, becoming key channels for engaging and converting consumer interest.

Accelerated Integration of Globalization & Localization

The globalization of China’s brand licensing market has intensified. On one hand, international IP brands are entering China at a faster pace, often partnering with local brands or adapting to local cultural characteristics to strengthen their appeal in the Chinese market. IP categories, which were not so popular before, like corporate brands, fashion and lifestyle, characters and images, museums and art are now

diversifying and expanding in China. On the other hand, Chinese IPs are proactively expanding overseas, especially in film, animation, gaming, and short video sectors. Through a “content + licensed product” model, Chinese IPs are successfully breaking into Western and Southeast Asian markets, creating a strong following abroad.

Development Trends for China’s Licensing Industry

Looking ahead, several trends are expected to shape China’s licensing industry in the coming future.

Upstream: IP Licensors

Long-Term Cultural Value in Licensing

While short-term popularity is often the focus, the cultural and brand value of IPs is becoming increasingly significant and worth long-term investment. With rising cultural confidence in China, IP licensing is shifting from pure commerce to cultural promotion and brand enhancement. IP licensing will play a growing role in cultural preservation, innovation, and export, especially in global markets, where culturally symbolic IPs will become strategic assets for Chinese companies.

Further Segmentation of Target Markets

As the market matures, the China licensing industry will increasingly target segmented markets. IP brands will need to focus on developing specific market niches, catering to personalized needs across different age groups, genders, and interest-based communities. This trend will be especially prominent among high-net-worth consumers and younger consumers with strong personal identity preferences.

New Technology Expanding Licensing Boundaries

Advances in virtual IP and digital as-

sets (like NFTs) will lead to innovative licensing models, such as virtual idols and digital collectibles. AI will accelerate IP creation and development, while data analytics will enable better insights into consumer habits and preferences.

In the metaverse, virtual IPs created using new technologies have become highly popular with young consumers, particularly Generation Z and Generation Alpha. Immersive experiences supported by AR/VR will further ex-

pand the commercial and cultural impact of IP, breaking down boundaries and fostering growth in virtual IP.

Midstream: Licensees

Diversification and

Differentiated

Licensed Merchandises

The broadening scope of IP and licensed products has made brand licensing more complex. Precise IP management and customized oversight will be more essential for licensees. They will also face the challenge of innovating and differentiating products to meet the increasing demand for novel and interesting experiences.

Flexible Manufacturing and Supply Chain Optimization

Manufacturers will need to improve their flexible production capabilities to meet the diverse needs of licensed products. With the rapid growth of e-commerce, flexible supply chains are essential for producing a wide range of products in smaller quantities. This model allows companies to quickly capture market trends, respond to demand shifts, and reduce inventory

pressure while meeting personalized needs.

Downstream: Sales Channels in New Retail

Sales channels are increasingly merging online and offline in the new retail model, evolving from selling products to selling IP experiences and emotions. E-commerce platforms will remain essential for selling licensed products, with social media, live streaming, and social commerce driving sales growth. For the offline sales, IP-themed stores and pop-up shops will keep growing and create experiential shopping that fosters emotional and unique engagement. The use of AR/VR technologies may further blend online and offline retail experiences at the same time too.

End Consumers and Fans

As Generation Z and Generation Alpha become primary consumers, the importance of fan ecosystems grows, pushing the IP brand licensing industry forward. IP brands will need to engage fans through interactive events, limited product drops, exclusive benefits, and personalized content. Social media will be central to fan interactions and fan community building, with IP brands using KOL, KOC, and UGC to create buzz and encourage fan engagement. The continued growth of the fan economy and its customization will drive further differentiation in IP products and precise marketing

Conclusion

In 2024, China’s brand licensing industry is witnessing a new wave of trends, with integrated and collaborative innovations across all segments driving industry upgrades. As consumer demands evolve and technological innovations emerge, the brand licensing industry in China is set for new opportunities and growth avenues. n

In the latest of his regular columns for Total Licensing, Gary Pope, CEO and Co-Founder of Kids Industries and Children’s Commissioner for Products of Change focuses on the benefits of innovation in the children’s entertainment business.

Innovation is Hard.

It wouldn’t be called innovation if it was easy.

Our industry projects a wonderful innovation game. Well-meaning always, but not actually, truly innovative. Real innovation in the world of licensing is rare.

And yes, there are some very notable exceptions - and you know who you are - but groundbreaking, market-defying, consumer-delighting innovation doesn’t happen very much.

Innovation is mainly misinterpreted as novelty. Slapping on a new label, launching another iteration of a popular character, or integrating a surfacelevel digital feature are all labelled as “innovative.”

They are not!

Products tend to remain (more or less) static, and the audience, particularly children, move quickly on to the next thing. Perpetuating a cycle that just keeps rolling out the same product experience but with just enough

nip and tuck to convince the retailer that they’ve got an exclusive that would be daft not to list.

Why should we change if the model works - why fix what‘s not broken? Only it is broken. Something is at least and 2024 seems to be a temporal testament to that. 2024 wasn’t very kind, and if you’ve survived to ‘25 you’ll al-

“If you only do what you can do, you can never be more than what you are now.”

Albert Einstein

ready know that the mere passage of the earth around the sun will not shift the melange of macroeconomics that are playing merry havoc with, well, everything.

This is very toy-specific and may not

be the case in other categories, but a few weeks ago, in the lead-up to Christmas trading, I had this hunch that very few SKUs of licensed products make it through to the following Christmas.

So I did a bit of digging. I looked at our own studies, some that are in the public domain and I made a few phone calls to a variety of very clever people.

When all my digging was done, it appeared that only 20%ish of the toy lines that were released each year made it to year two. And by year three, this is just about 10%ish.

That’s a lot of potentially unnecessary work for those elves!

But what was the defining feature of that 20%? Was there a commonality? Well, yes, Bluey was all over it as was Pokemon…but the overriding theme

and a capacity to take risks, to challenge assumptions, and break free of the conventional. And if ever there was a time to move on from all that’s gone before, now would be it.

Thing is though, this industry is a paradox for innovation.

Licensing is built on what the hottest thing is going to be. It’s gambling, really. No one actually knows what IP will float to the top.

So we play it by ear, hedge bets, not really investing. Hoping that the latest iteration of last year’s big seller will find new life now that the characters’ have had their DNA mixed with dinosaurs.

Over time this behaviour has built, for the most part, a risk-averse mindset; recycling (allegedly) proven formulas rather than embracing the uncharted.

was that something genuinely innovative made sure that specific products got through to year two and maybe even year three.

The effect of innovation is that the whole market moves forward, and if

“The definition of insanity is doing the same thing over and over again and expecting different results.”

we get it right and it is bloody difficult, the payoff is that we are the 20% in year two and the 10% in year three. All that investment in time, sweat, dollars, tears and angst - not to mention tooling - brings the dividends.

But innovation requires a willingness

But the Alphas, the Zs and the Millennials all demand ever more meaningful interactions - what’s gone before is no longer cutting their mustard. The world has changed in unfathomable ways in the last five years, and the storm is still raging. 2025 is bringing its own challenges and opportunities that we will simply have to innovate our way out of.

A phrase attributed to, but never actually said, by Albert Einstein sums things up quite nicely:

“The definition of insanity is doing the same thing over and over again and expecting different results.”

The cheapest, best, most obvious, and the hardest thing to do is to think differently. Asking new questions, knowing consumers better, doing the opposite of what we used to do all change our thinking and reveal new insights.

That’s really easy to say and really difficult to do, but then Einstein definitely did say:

“If you only do what you can do, you can never be more than what you are now” n

The Le Petit Prince brand continues to expand with dozens of new designs from innovative styleguides are made available to partners while retaining the poetry and timelessness of the original tale by Antoine de Saint Exupéry.

The book has just passed the 600 translation mark, making it the most translated fiction book in the world.

At a time when many languages and dialects are on the brink of extinction, The Little Prince is becoming a unique vehicle for cultural preservation and transmission.

The Little Prince had made a notable appearance in July at the opening ceremony of Paris 2024 Olympics. Among the many references to French culture, a video sequence highlighted the iconic character in a universe inspired

by Méliès and Jules Verne. The Little Prince appeared alongside the Fox on his planet, offering a poetic tribute to French cultural heritage.

at the Pequeno Príncipe hospital for €4.4 million. In November 24, a major world football event was organized in Curitiba through the Pequeno Príncipe hospital. The Pelé Pequeno Príncipe Legends team faced the Barça Legends team in the Ligga Arena during a great charity match that brought together great football legends for the benefit of children

Back in Europe, Spanish and Portuguese agent Caravanserai, who have

been successfully managing Le Petit Prince for over 10 years, will now also be handling the Italian territory, thanks to Rachele Geraci based in Rome. She will bring her 20 years of experience in the world of licensing to bear on the development and growth of Il Piccolo Principe!

character Hirono, were made available through the global network of 450 Pop Mart stores, and their online platforms, which cover more than 30 countries. Quickly sold out, it was a unique opportunity for fans to discover the Little Prince universe from a new creative angle! A public meeting between Thomas Rivière, great-grandnephew of the Little Prince author and brand manager, and artist Lang was organized in a Pop Mart boutique in Paris for the occasion.

Further recent collaborations include

For licensing opportunities, contact Thomas Rivière triviere@lepetitprince.com

Further afield, in Brazil, Globo has recently been appointed as the exclusive agent for Le Petit Prince brand. As Olivier D’Agay, head of the Saint-Exupéry Estate said, “This collaboration marks an important step in our international expansion strategy, carrying the messages of humanism and poetry that have made The Little Prince such a success around the world.”

In Curitiba, Brazil, Hospital Pequeno Príncipe is the largest children’s hospital in South America, serving 100,000 patients annually and in 2016, football legend Pelé auctioned off more than 2,000 memorabilia from his career

In recent news, last October saw the launch of a range of pyjamas, lingerie and accessories in 650 Women’secret stores in over 60 countries. This first capsule collection has been a great success. Founded 10 years ago, Pop Mart has a community of 30 million members. In October, an exclusive range of collectible figurines, offered as a limited edition Blindbox and in collaboration with the artist Lang, creator of the

La Casa de las Carcasas who have launched a great range of phone accessories, and Caval who launched a new range of sneakers in the colors of the Little Prince’s Rose. Palladium will launch shoes early in 2025. Finally, the immersive exhibition - The Little Prince – The immersive Odyssey by Culturespaces launched at Bassins des Lumières, Bordeaux in France in October. This has been a great success with over 100,000 visitors since it opened. New venues in Europe will be announced very soon. n

Collegiate Merchandising Dodges a Bullet

By: Gregory J. Battersby

THE BUSINESS OF LICENSING

The Essential Guide for Intellectual Properties

Licensing has has exploded into a $250+ billion worldwide industry at retail and generates more than $7 billion in royalty income for those property owners who are savvy enough to license their properties for a wide variety of consumer products.

About 8 years ago, lawyer Gregory J Battersby and licensing veteran Danny Simon introduced the first Basics of Licensing book. They published a revised version a couple of years later and followed it with a Licensee edition and then finally an International edition.

Recognizing that there was a degree of commonality between these editions, Battersby and Simon concluded that it was time for the definitive work on licensing, hence, The Business of Licensing which combines the best of all three prior editions and takes the subject to the next level.

This book takes the reader through the nuts and bolts of how to conduct a licensing program and handle many of the problems that it might face

There is a substantial amount of reference material. They have included an expanded history of merchandising, and an extensive collection of the forms that any licensing professional may need which they intend to provide to purchasers with electronic access to the forms via Dropbox.

The Complete Business of Licensing is available at a cost of $39.95 ($34.95 for LI members).

Gregory J. Battersby Battersby Law Group, LLC 25 Poplar Plains Rd. Westport, CT 06880 (203) 454-9646 gjbattersby@gbiplaw.com www.gbiplaw.com

A Pennsylvania federal jury, in a landmark case entitled THE PENNSYLVANIA STATE UNIVERSITY, Plaintiff, v. VINTAGE BRAND, LLC; SPORTSWEAR, INC., d/b/a PREP SPORTSWEAR; CHAD HARTVIGSON; ERIKHARTVIGSON; and MICHELLE YOUNG (M.D.Pa. 2024), found that Penn State was able to enforce its merchandising rights against an infringer, Vintage Brands and the print-on-demand company Prep Sportswear who had been selling a line of unlicensed products which used “historical” images of the Penn State logo often taken from old sports memorabilia.

The decision marks a significant win for universities and sports teams as well as other merchandise property owners in their fight to protect against the sale of unlicensed merchandise.

Penn State accused the defendants of using its trademarks, including its name, iconic “Nittany Lion” shrine imagery, and an old university seal, on unlicensed products such as shirts, hats, and coasters. It argued that Vintage’s of these historical images undermined the integrity of its brand and deprived the university of licensing revenues.

Vintage Brand argued that its website clearly stated that it was not affiliated with or endorsed by Penn State, making it unlikely for consumers to be confused. It also contended that Penn State had not asserted quality control over historical images and were no longer using the historical versions of their mark.

The jury found that Vintage Brands was a willful infringer and awarded Penn State monetary damages in the amount of $28,000.

Vintage Brands had previously engaged in similar practice using the historical images of other college logos but had reached settlement agreements with the other colleges and universities,

including Baylor University. When they were unable to settle the case with Penn State, a trial on the merits was held on and Penn State prevailed. They have also marketed products bearing former logos of MLB, the NBA and the NFL.

The case had much broader implications for trademark licensing for several reasons, most notably that trademark owners have rights to brands, regardless of their age or continuing use, and can enforce them against unlicensed users.

It also put to rest a theory expressed by the trial judge in an earlier order that questioned the validity under the trademark law of using a trademark on licensed products when he stated:

Ultimately, these are legal issues to be decided another day. Still, the discussion should focus the parties’ minds on the issues to briefed in future motions. And it should highlight a few essential questions that cannot, at summary judgment, be answered through mere supposition: Indeed, what percentage of consumers are confused about the source or sponsorship of Vintage Brand’s products?

Does this belief vary by logo or merchandise type? And does it stem from their belief that the law requires Penn State’s permission?

The modern collegiate trademark and licensing-regime has grown into a multibillion-dollar industry. But that a house is large is of little matter if it’s been built on sand.

That language had created a furor among trademark owners and attorneys because of its industry wide implications.

It looks as if the jury got it right and hopefully, the judge won’t decide to overturn their award. n

www.toyfair.co.uk

www.toyfair.com.au