Touching Base

Expo experts

With Brand Licensing Expo 2023 mere days away, Toy World caught up with a selection of this year’s exhibitors to find out which of the properties they’re showing are closest to their hearts (and why), asked their thoughts on the future of toy licensing, and found out how the sector is mitigating some of the challenges it could be facing as it enters 2024.

Marianne James - Vice president, EMEA and Asia, Licensed Consumer Products, Hasbro

While I’m looking forward to showcasing all our stellar brands, Peppa Pig is near and dear to my heart. Like me, Peppa was born in the UK, and it’s been astonishing to see her flourish these past two decades in her home market - which boasts a 92% brand awareness – as well as internationally. Peppa inspires kids to tap into their curiosity by learning and exploring the world around them, while giving them the confidence to brave their first-step adventures.

I think the positivity and life-lessons seen in the show have really resonated with kids and parents everywhere.

Peppa reigns as the Queen of Pre-School, holding the No.3 slot for most popular kids TV show in the world and No.1 in kids on Netflix. Airing in 180+ markets across 100+ broadcast platforms, Peppa Pig has made a name for herself in pop culture, and there’s no slowing her down. Beyond the screen, families can find her in several aisles at major retailers and through enchanting in-person location based experiences across the globe. We just announced the Peppa Pig: Surprise Party immersive experience, which is coming to the UK next year, accompanying our other fun branded attractions in the region such as Peppa Pig World and Peppa Pig Afternoon Tea Bus. Additionally, two new Peppa Pig Theme Parks are coming to the US and Germany, and we’ve also opened two Peppa Pig Play Cafes in China.

If all that weren’t enough, at retail, consumers can find Peppa in wide-ranging categories, including toys such as the Boat Adventure Set from Tomy, books such as the Learn With Peppa range from Ladybird, houseware such as the bamboo bamboo collection, hair accessories such as those from Hunter Price International, and multivitamin drinks such as the Whatever Brands offerings. There’s something Peppa Pig for every fan.

Toy licensing is one of the key components within our business. I think there will always be challenges in the marketplace, but our global licensing team is set up for success and is developing the right strategies to create best-in-class licensing programmes for our brands. We have strong data analytics and consumer insights capabilities to help us get there.

Coming off of Hasbro’s 100th anniversary in 2023, we’re diving right into a year filled with incredible brand milestones: Peppa’s 20th anniversary celebrations, D&D’s 50th and Transformers’ 40th anniversaries, along with the franchise’s first-ever CG-animated film, Transformers One. These moments will open the door to new opportunities for our beloved brands, including in the toy licensing category.

Katie Rollings - Chief Licensing officer, Acamar Films

A globally relevant property, Bing holds a unique space among pre-school audiences because it tells stories from a child’s point of view and meets young audiences where they are developmentally, regardless of location or language. Bing gives families a companion to help them navigate through the changing world and the property’s focus on mental, emotional and social health is probably more relevant than ever. As we approach the 10th anniversary of Bing’s premiere on CBeebies, we have a perfect opportunity to reassert the values of Bing and celebrate how the franchise has helped thousands, if not millions, of children to express themselves, understand the world, and connect with others. It is an exciting time for Bing and I am keen to share plans for the global expansion of the property with partners at BLE.

There are definitely challenges ahead as cost-of-living pressures mount on families. Parents are looking for toys that grow with their child and have clear, demonstrable play value. They want products that are engaging, offer longevity, value for money and deliver progressive challenges for their child. We are committed to ensuring that our toys do all of this, while not losing sight of the themes of discovery, surprise and delight that run through Bing as well as the opportunity to forge deeper connections and understanding through play.

Pindy O’Brien - International Licensing and Market Development director, Walker Books

This year, our primary focus is on Guess How Much I Love You as we pave the way for its upcoming 30th anniversary in Q4 2024. We’re fortunate to be able to champion this cherished heritage brand, which continues to be a regular in Bookseller’s Top 10 pre-school books and maintains its position as a family favourite. It’s a heartwarming tale and the birthplace of the expression “I love you right up to the moon and back!”, now used by parents, children and loved ones around the world.

Furthermore, the brand extends its reach to an adult audience, fostering cross-generational resonance. Throughout the year, numerous significant occasions provide fertile ground for expanding our licensing and publishing efforts. These occasions encompass the likes of Mother’s Day, Valentine’s Day, Easter and birthdays, all of which offer promising opportunities. A recent accomplishment worth noting is the selection of our Guess How Much I Love You card, wrap and bag bundle as a Gold Winner in the Baby & Pre-School Awards 2023, within the Best Printed Goods for Young Children category.

We are looking forward to showcasing the diverse range of product offerings available for the Guess brand. Our enthusiasm grows as we continue to bolster our presence in Homewares and Gifting Segments, with plans to welcome additional licensees in these categories.

Toy licensing appears to be strengthening year after year, even in the face of a global cost of living crisis and elevated inflation levels. The growth trajectory is expected to be sustained primarily by industry giants such as Disney, Warner and Universal, as well as iconic properties such as Star Wars, Lego, Hot Wheels, Barbie and Nerf, and emerging pre-school brands like Bluey and Gaby’s Dollhouse. I feel that smaller toy brands could face challenges due to the shift in retail focus toward essential goods, reducing the space available for toys in grocery stores. Consequently, competition for FSDU placements is likely to intensify. Furthermore, the United Kingdom is grappling with a 20-year low in birth rates, which directly impacts the demand for pre-school toys.

Toy manufacturers are navigating substantial pressure to address the environmental implications of plastic usage. The exploration of alternative materials for both products and packaging is becoming imperative, albeit potentially impacting production costs and profit margins. The anticipated decrease in consumer spending due to high inflation and interest rates in 2024 could further limit disposable income, potentially curbing the growth of toy licensing. I also believe 2024 will be a tough year for new entries to the toy market. On a positive note, there is a resurgence in the film industry, and any movie releases tied to major toy brands are expected to bolster their revenue.

Evergreen brands like Guess How Much I Love You and We’re going on A Bear Hunt are loved and cherished by children and adults alike. This is especially true during tough economic times, when families tend to lean into these brands for comfort and familiarity.

Charlie Donaldson - Joint managing director, Rocket Licensing

I can’t possibly choose a favourite: all our brands are special, rewarding and wonderful to work on. As Rob [Wijeratna) and I own Rocket Licensing, we can ensure we only represent brands we have a real passion for. Our aim is to have brands that cater to different consumers and different parts of the market, so we have a balance to our portfolio. We are lucky enough to have several classic children’s brands in our portfolio, such as Miffy, that appeal to both adults and children.

The toy industry is such a creative and dynamic force. I’m sure it will remain strong in 2024, continue to innovate with new product and work with the entertainment and licensing sectors to create huge market-changing events and ranges. Of course, there will always be challenges and the wider economic malaise will, perhaps, bring the biggest challenge: almost all households are feeling the impact of rising costs and the lack of overall economic growth.

Aidan Taylor-GoobyHead of Licensing – Magic Light Pictures

Asking me to choose a favourite property is a bit like asking me to choose a favourite child – it’s impossible, they all have their unique charm and attributes. We are really excited about Pip and Posy though, now that we can announce that Bandai is on board as our master toy licensee, and we look forward to talking to prospective licensees at BLE for some of our secondary categories.

I wish I had a crystal ball as it's always difficult to predict what's around the corner. Parents will always want to give their children toys, but we know there are changes in buying habits, and the way that parents are making choices has shifted considerably over the last year or so. At Magic Light, we plan for all our brands to stand the test of time, and part of that means shifting our focus to match consumer needs and wants as they develop over time.

Ian Downes - Director, Start Licensing

As an agent, it’s always difficult to single out a favourite property. Our agency and representation have been built around a focused portfolio of rights. We like to work on brands that we have an affinity with and ones we feel we can add value to. We therefore like them all! That said, we do add new properties to our portfolio from time to time, in a selective way. Ideally, we want to add properties that allow us to reach new parts of the market and make a positive contribution to our approach to licensing.

We’ve just been appointed to represent Edith Holden – a Country Diary by Lilytig Licensing. We will be building on the classic The Country Diary of an Edwardian Lady by Edith Holden licensing programme. This book was a publishing phenomenon from the 1970s and has ranked in the Sunday Times list of the Top 10 BestSelling Books of the Last 40 Years. Following on from this, it has enjoyed many years of success in the licensing marketplace.

Rebranded as Edith Holden – A Country Diary, the programme is developing fresh treatments, patterns and logos to appeal to a new audience which is conscious of the threat to our natural habitat brought about by climate change. Edith Holden’s illustrated diaries from 1905 and 1906, with their delicate watercolour images, are a unique record of our natural flora and fauna at the beginning of the 20th century and highlight all that we are in danger of losing. We think this brand refresh will appeal to the licensing market and reflect contemporary consumer attitudes. From a licensing perspective, it blends contemporary design with a classic property - a very strong combination. We’re confident that licensees will respond well to it. It’s exciting to attend BLE with such a well-loved property.

I think toy licensing will remain strong in 2024. The owners behind the toy brands have built up great momentum and have also recognised that they need to proactively support their brands. Licensing is much more about proactive brand management these days, rather than being reactive or opportunistic. Licensing brands requires long-term plans. In turn, I think licensees are much more switched onto these plans and their role within them. There’s also a more responsible approach to product development; more focus, better quality and more attention to detail. I think if all those involved in these programmes take a long-term view to the ongoing management of the brands, there is no reason that they can’t remain a strong presence in the licensing marketplace.

My biggest concern would be brand owners trying to stretch things too far and adding brands into the mix which aren’t licensing ready. It’s better to build on success than explain away failure.

David Sprei - Commercial director –Penguin Ventures

Trying to choose my favourite property from our BLE programme is like trying to choose my favourite child. We are so lucky to have an iconic portfolio of children’s brands with such a rich literary legacy. This is the first BLE where we will be actively selling World of Eric Carle since our appointment in July as UK licensing agent. We are already well acquainted with some of the existing Carle licensees and look forward to using this as a new business drive to build on the current licensing programme. We are particularly focused on building out a robust product offering, bringing to life the STEAM themes that the World of Eric Carle beautifully embodies.

In terms of The World of Peter Rabbit, we’re announcing a new toy partner which will be taking its first step into the world of licensing and the synergies between both parties sets us up for a really exciting launch.

Toys will continue to have a strong performance at retail, but caution could lie ahead. We may see certain toy lines, particularly those at higher price points, start to slow down in the current economic climate as parents are more discerning with their spending habits. Studios will continue to deliver spikes across the industry in line with huge theatrical releases, offering opportunities for all of us across the licensing industry. This will also be aided by the nostalgia collectible market which should continue to weather any kind of storm as kidult buyers and super fans continue to spend their disposable income across their favourite brands.

Jamie Drew - Executive vice president, Consumer Products & Experiences, UK, Canada, LATAM, ANZ and Israel, Paramount

We are so proud of our expansive, multi-generational property portfolio, including CP juggernauts like Paw Patrol, SpongeBob SquarePants and Yellowstone. Coming off of our recent theatrical success, I am particularly excited to talk about the Teenage Mutant Ninja Turtles. In addition to being a long-time fan of the franchise, I was part of the deal team that acquired the Turtles for Nickelodeon over a decade ago. It has been thrilling to be part of the property re-invention for the second time, with content, products and experiences connecting with both original fans and new ones. And with a film sequel, a new Paramount+ series and the 40th anniversary next year, we are expanding the TMNT universe and connecting with audiences in new and exciting ways while always staying true to its core DNA.

It has certainly been a great year for licensing. In 2023 year-to-date, licensed toys in the UK have grown +3 points to 31% market share, outpacing overall toy sales. Additionally, many new entrants have topped the charts. This trend underscores the strength of media-driven franchises and the corresponding impact on toy sales. With Paramount’s ongoing investment in beloved brands and characters, I am confident we will see continued strength in the licensed toy business.

Emma Russell - Senior licensing manager, Natural History Museum

The Natural History Museum appeals to a broad spectrum of backgrounds, generations and markets. We’ve had great success with our adult-focused licensing programme across homewares and lifestyle products, however, we also know how incredibly important the museum is to its younger visitors. The love and enthusiasm they have for the museum and the work we do is incredible to witness. Evergreen interests – including dinosaurs – will always remain a favourite. We’re also keen to place a spotlight on UK biodiversity and the ways in which children can interact with and learn about the nature on their doorstep.

Like many other Millennial/Gen Z parents of Generation Alpha children, I see a lot of messaging regarding how best to parent this modern, socially aware and tech-savvy group of kids. We’ve always known how incredibly important play is to forming social connections and fuelling imaginations. What’s resonating with this generation of parents and guardians, though, is how they can actively participate and immerse themselves in their child’s imaginative play. The challenge will be how to best leverage these shared experiences with product that supports and complements play without compromising authenticity.

These same consumers are also fundamentally aware how their purchasing and consumption has an impact on their environment, both in terms of global impact and their personal space. Consumers are making more considered and fewer purchases, selecting product that is sustainably made, ethically sourced, and can be repurposed or recycled at the end of its life. Consumer expectations of manufacturers and retailers are growing, and the relevant industries need to ensure they’re meeting or exceeding these standards.

Andrew CarleyDirector of Global Licensing, BBC Studios

Asking me which property is my favourite is a difficult one – it’s like being asked which one is your favourite child. The standout, however, has to be Bluey. It’s taking the world by storm and the way both children and adults are interacting with the content is unlike anything I’ve seen previously. Toy licensing remains as important as it ever has been It’s a huge driver for any brand, particularly pre-school. There are always challenges but it’s about adapting, ensuring we get the maximum play value out of the product, and embodying the DNA of the brand.

Joachim KnödlerHead of Licensing, Studio 100 Media

Vegesaurs is our top brand for this year’s BLE. It’s a great brand with immense licensing opportunities, especially for the UK market. The show is on both CBeebies and BBC iPlayer, with two seasons available and a third in production (ready in summer 2024), and is supported by a great publishing programme from Macmillan Children’s Books that’s already on-shelf. We see the potential for Vegesaurs to become top pre-school brand in the UK. The first partners to come on-board included a magazine publication and a snack manufacturer which produced a dedicated healthy fruit snack range.

Personally, I love the whole set-up of the Vegesaurs content and how we’ve translated it into a merchandise programme for consumers. A retail loyalty programme ensures the brand remains an appealing IP for consumers. However, I also want to highlight our iconic classics, such as Heidi, Maya the Bee, Pinocchio and more (so-called) retro childhood heroes. For these properties, we’ve developed fashion trend books and are creating more assets to support them further, all bolstered by a dedicated consumer launch. The first success stories of this licensed range, which is available in Germany, will be showcased at BLE and then introduced into other European markets. We should never forget that toy licensing is always a strong component in the licensing mix, especially for entertainment. This category is ahead of all others. I love what the big toy manufacturers are currently doing; investing in content and translating their own success into toys.

Najib Michel Fayad - Executive vice president Global Operations, Princess Sam Entertainment Group/Consumer Products

Toy licensing is showing growth, but actual toy sales are less easy to predict and we have to remember that we are still far away from the levels of 10 years ago. During Covid, there was an unsurprising boost in toy buying: we were all at home and needed to get kids entertained. But right now, consumers are being hit by high living costs, high energy costs and higher product costs as materials become more expensive. Retailers are fairly conservative about new brands for the same reason.

So why launch Tara Duncan into the toy market? Firstly, it's a known quantity and led by a publishing phenomenon. Secondly, the success of the broadcast version. It’s worth pointing out that it has taken massive investment to get the amazing look and feel we wanted, but this seems to have paid off. The upshot is that there is demand for toys, which are already being developed, and agents are being recruited around the world.

As for 2024 and beyond, continuing pressures on disposable income mean the market isn’t going to be easy for a while, but it helps to have faith in the quality and potential of your property. We certainly do.