Hot Properties

Hot Properties 2024

With almost one-third of UK toy sales coming from licensed ranges, it’s important for licensees and retailers to choose wisely when it comes to which properties to work with. Toy World is here to lend a helping hand with a look at the key licences for the year ahead.

Let’s start with the positives. 2023 was a good year for sales of licensed toys. According to Circana, licensed toys outperformed the rest of the toy market last year, accounting for 32% of all toy sales. The toy category remains the cornerstone of the vast majority of kids & family entertainment-based properties, and it is more often than not the category which spearheads the licensing programme – in some cases, the success (or otherwise) of the master toy range can make or break the property.

Of course, there are exceptions to the rule. One of the most ubiquitous properties in recent years has been Disney’s Stitch. Lilo & Stitch has always been one of my personal favourite Disney movies, and Stitch has long transcended his role in the movie to become an icon to many kids who have never even seen the film. Much of the credit for that transformation has to be given to Primark and the groundwork it did via its fashion and nightwear ranges. Suddenly everyone wants a piece of the action, including many toy suppliers – I have already seen one incredible new interactive toy line due to launch this summer (on 26th June, naturally…. for the uninitiated, Stitch was Experiment 626) which looks set to be one of the hottest toys for next Christmas.

This is interesting on several levels; firstly, because it’s a hot toy based on a movie from 2002, over two decades ago. Secondly, because it shows that a character can soar in popularity without having a brand new multi-milliondollar movie or 24-part TV series behind it. Sometimes, in this brave new social media driven world, a great character can just catch fire, almost out of the blue.

That said, many of last year’s other big success stories follow a more traditional path. In the pre-school arena, BBC’s Bluey and Universal’s Gabby’s Dollhouse continue to provide stiff competition to more established brands such as Paramount’s Paw Patrol, Moonbug’s CoComelon and Hasbro’s Peppa Pig. On the whole, pre-school properties continue to provide great opportunities for toy suppliers and retailers, with the younger audience arguably consuming more content than ever before – albeit perhaps on slightly different platforms rather than just linear TV. Keep an eye out for some pre-school favourites returning from years gone by this year, including Paramount’s Dora the Explorer, while I am also genuinely excited for Warner Bros’ Batwheels, which takes the iconic Batman brand into the pre-school arena.

As children get older, the allure of gaming inevitably starts to take hold, and we have unsurprisingly seen a greater number of licensing success stories emanating from that medium in recent years. Iconic gaming brands Angry Birds and Minecraft both celebrate their 15th anniversaries this year, proving that this is not strictly a new phenomenon – but the breadth and scope of new gaming properties grows every year. Many people are predicting that Stumble Guys is a hot new ‘one to watch’ in 2024, while the ongoing popularity of Sega’s Sonic the Hedgehog and Pokémon show that gaming-based IPs can undoubtedly have long-term success if managed well. And if you include brands such as Pudgy Penguins, which originally came from the NFT space, it is clear that the digital arena remains fertile ground for toy companies looking for the next big licensing hit.

Girls remain incredibly well-catered for in terms of licensed toys: hot on the heels of last year’s groundbreaking Barbie movie, the brand celebrates its 65th anniversary in 2024. Celebrations kick off in March, and after the incredible impact created by the movie marketing campaign last year, I suspect Barbie will be everywhere again this year. There’s plenty of competition from the likes of Zag’s Miraculous and Princess Sam’s Tara Duncan, while Jazwares’ Squishmallows brand shows how well a core toy brand can translate to licensed merchandise.

Over in the Boys’ aisle, Transformers is another iconic brand celebrating a milestone anniversary in 2024, when it turns 40, while Teenage Mutant Ninja Turtles is set to follow this year’s success with another strong year, driven by the new animated TV series. In addition, Anime brands continue to have a real impact across the board. There is also a nice buzz building around the new Godzilla x Kong: The New Empire movie, which launches in April, while Lord of the Rings: The War of Rohirrim promises to be an interesting addition to the iconic LOTR canon next December. And looking ahead to 2025, the new Superman Legacy movie should emphatically silence the doubters who are concerned about potential ‘super-hero fatigue’, after the underwhelming performance of several movies in that genre this year.

Movie-wise, 2024 has a number of kids & family films based on established, successful franchises that should generate strong toy sales, including Despicable Me 4, Paddington 3, Kung Fu Panda 4, Garfield (the trailer featuring a tiny baby Garfield is adorable) and Sonic 3. There are also some movies which may not at first glance appear overly ‘toyetic’, but which I think may pleasantly surprise a few people – Beetlejuice, Mean Girls and Wicked all look like being excellent films that I believe will not only appeal to Kidults, but potentially to older kids and teens too.

SpongeBob will be turning 25 in 2024, a monumental milestone for the property. When you throw other classic brands like Doctor Who, Beano and Hot Wheels into the mix, there is a huge selection of licensed properties for licensees and their retail partners to choose from – and picking the winners from the losers is more important than ever. Over the following pages, we round up the latest information on a selection of the key licensed properties that will be driving the toy market in 2024 to help you make the right decisions.

Garfield - Paramount Pictures

Viewers should prepare for a lasagne-filled extravaganza as Garfield, everyone's favourite sarcastic feline, takes centre stage in an all-new movie set to hit screens in May next year.

As the iconic orange tabby celebrates his timeless charm and wit, the upcoming film promises to be a ‘purr-fect’ blend of humour and heart, with Chris Pratt starring as the eponymous cat. Garfield - known for his love of naps, disdain for Mondays and insatiable appetite for lasagne - is set to bring his signature brand of feline mischief to the big screen. The animated feature introduces new characters to comic creator Jim Davis' universe, including Samuel L. Jackson as Vic, Garfield's father.

Paw Patrol - Paramount Pictures

After celebrating its monumental 10th anniversary in 2023, Paw Patrol continues its reign as the No. 1 pre-school property, according to Circana, capturing hearts worldwide. Content is reaching new heights with captivating themes such as Jungle Pups and Rescue Wheels, promising fresh and thrilling adventures for its young audience. Paw Patrol: The Mighty Movie is also coming to Paramount+ and Sky just in time for the Easter holidays, giving fans even more opportunities to celebrate.

In 2024, Paramount’s campaign theme is ‘Heroes in Training’, focusing on bringing new fans to the franchise, while the back half of the year unveils a special girls-focused marketing plan that will ensure all Paw Patrol enthusiasts feel the magic of the show.

Last year's partnerships were just the beginning and Paramount is expanding its collaborations in 2024. Joining forces with Twinkl, Calm and Dogs Trust, Paw Patrol is set to deliver even more engaging content and meaningful connections for fans of all ages during a year filled with bravery, friendship and endless tail-wagging fun.

Rubble & Crew - Paramount Pictures

Rubble & Crew, the highly anticipated spin-off series from pre-school franchise Paw Patrol - produced by Spin Master Entertainment - follows the adventures of fan-favourite English bulldog Rubble and his construction crew family. This new series expands Rubble’s world with storytelling that digs into amazing construction projects and the importance of family, combined with fun adventures and messy demolition that pre-schoolers will love. The show was an overnight success when it launched on Nick Jr. and Paramount+ and comes to Milkshake! in Q1, with toys launching later this year.

SpongeBob SquarePants - Paramount Pictures

Fans are invited to dive into a Bikini Bottom celebration as SpongeBob SquarePants turns 25 in 2024. The positivity of SpongeBob is embraced with Paramount’s new campaign hook, ‘Like a Sponge’, which encourages everyone to channel their inner SpongeBob and sprinkle a bit of his sunny optimism across their lives.

The brand-new toy line captures the essence of SpongeBob's playful spirit. SpongeBob is also breaking new ground with exciting collaborations and partnerships that embody everything SpongeBob, spreading laughter, embracing differences and soaking up the good vibes.

Fans are invited to dive into a Bikini Bottom celebration as SpongeBob SquarePants turns 25 in 2024. The positivity of SpongeBob is embraced with Paramount’s new campaign hook, ‘Like a Sponge’, which encourages everyone to channel their inner SpongeBob and sprinkle a bit of his sunny optimism across their lives.

The brand-new toy line captures the essence of SpongeBob's playful spirit. SpongeBob is also breaking new ground with exciting collaborations and partnerships that embody everything SpongeBob, spreading laughter, embracing differences and soaking up the good vibes.

Teenage Mutant Ninja Turtles - Paramount Pictures

Last year the Teenage Mutant Ninja Turtles made a triumphant return with the theatrical release of TMNT: Mutant Mayhem. This year is set for more excitement as the franchise celebrates its 40th anniversary.

Paramount kicked off its Show Your Shell campaign at the end of last year, offering fans the chance to show which Turtle they most relate to. In February, TMNT: Mutant Mayhem will be landing on Paramount+, bolstered by even more pizza-powered partnerships. Paramount is celebrating all year on the TMNT YouTube channel, which already boasts nearly 3m subscribers, while the much-anticipated new series - Tales of the Teenage Mutant Ninja Turtles - launches in Q3.

There will also be an entire year of expanded product ranges, significant back-to-school programmes shouting ‘Cowabunga’.

Peppa Pig - Hasbro

Celebrating its 20th anniversary, Peppa Pig continues to dominate the pre-school category and bring joy to fans and families across the globe. A multi-award winner, boasting three BAFTA awards for pre-school animation, Peppa Pig is the third most demanded kids TV show in the world and first in kids on Netflix. Now streaming on Disney+ and airing in over 180 markets across over 100 broadcast platforms, the queen of pre-school’s global exposure is simply unrivalled.

As the first best friend of many, Peppa Pig encourages kids to come together and explore the world around them. In doing so, the brand instils a powerful confidence to treat every first step as a new adventure, from the everyday to the epic. Since Peppa Pig launched in 2004, the show has been rooted in reflecting the real lives and first life lessons pre-schoolers will encounter, like learning how to count numbers and the value of saying sorry after a quarrel.

A testament to the series’ lasting impact, Peppa Pig has expanded to wide-ranging categories and new formats for families everywhere to enjoy. From immersive in-person attractions and dazzling live shows to premium fashion collections, high-quality toys and games, music releases and so much more, there’s something Peppa Pig for every fan. To celebrate the beloved brand’s milestone anniversary this year, Peppa Pig consumer offerings are getting an upgrade with even more products and experiences.

In February comes Peppa’s cinema party, an hour-long adventure that offers 10 exclusive never-before-seen Peppa Pig season 10 episodes, including a three-part Wedding Party Special, with one episode featuring the voices of Katy Perry as Ms. Leopard and Orlando Bloom as Mr. Raccoon. Additionally, 2024 will debut the first-ever Peppa Pig podcast content, which brings Peppa and her diverse playgroup to new platforms with rich storytelling whenever and wherever families are.

Adding to Hasbro’s line of innovative toys, like the popular Peppa's Cruise Ship Playset, and licensed products such as LeapFrog’s Peppa Pig’s Big Day video game console, are brand-new Peppa products dropping throughout the year. Trotters London and JoJo Maman Bébé will create Peppa Pig-themed children’s clothing lines, while Peers Hardy will deliver Peppa Pig-inspired jewellery.

This year, Peppa Pig will be the first pre-school property in the UK to enter the immersive sector through Peppa Pig: Surprise Party, from Immersive Everywhere. Europe’s first standalone Peppa Pig Theme Park is set to open in Germany, along with a second North American location in Texas. Meanwhile, two popular Peppa Pig Play Café experiences in China are open now in Hangzhou and Chengdu, with additional locations set to open soon.

So many Peppa Parties are happening throughout 2024 to commemorate the franchise’s 20th anniversary, inviting little ones and families to get involved in the fun in exciting new ways. Peppa Pig has so much more planned for the next 20 years and beyond.

Transformers - Hasbro

Since 1984, the battle between the Autobots and Decepticons has come to life through movies, TV shows, comic books, innovative toys, in-person attractions, digital media and so much more, bringing incredible experiences to fans of all ages. As the iconic brand celebrates its 40th anniversary this year, Transformers is treating kids, fans and families to even more action, adventure and thrill with an all-encompassing lineup of consumer experiences.

Coming to theatres later this year, fans can look forward to the franchise’s first-ever fully CG-animated movie, Transformers One, which features a star-studded voice cast, including Chris Hemsworth, Brian Tyree Henry, Scarlett Johansson and more. Transformers: Earthspark, the original kids animated series, is also returning this year for a second season and will continue to follow the adventures of a new generation of Transformers robots, the first to be born on Earth. In addition to availability on Paramount+ and Nickelodeon, the series has expanded its distribution across various broadcast and streaming partners around the world, including Netflix and Gulli, as well as CBBC where it ranked as the number two show on linear in the UK and in the top 10 on BBC iPlayer last year. The brand-new entertainment trails 2023’s summer blockbuster, Transformers: Rise of the Beasts, which drove $439m at the global box office, bringing the total franchise box office to $5.3b.

What started out as a toy brand still garners great success in the category, with diverse toy collections for fans of all ages that deliver nostalgia from the legacy of the franchise to current trends. Already available are extensive toy lines based on Transformers: Earthspark, such as the One-Step Flip Changers. This year, fans can get brand-new 40th anniversary-branded Transformers figures that nod to each celebration period.

Beyond Hasbro’s toy line, Transformers’ licensed product portfolio has seen an impressive expansion, with state-of-the-art robots from Robosen Robotics and advanced short-distance vehicles by Segway-Ninebot. Along with premium offerings, consumers in the UK can show off the fandom with fashions from Bobby Abley’s apparel line and footwear from Irregular Choice. New toys and games for 2024 include Transformers Uno from Mattel, Transformers: Earthspark plush from Sambro, Flying Heroes from Character Options and more.

The world of Transformers has allowed the brand to develop in-person, location-based entertainment. Recently opened is the co-branded Transformers and My Little Pony Playlodge in Shanghai, a first of its kind mega resort complex which will include an indoor entertainment centre, themed hotel, retail outlets and catering.  Last year, Transformers: The Ark launched in Hong Kong as the world’s first Transformers-themed restaurant, offering premium fast-food dining with a retail area, all crafted in architecture themed to The Ark spaceship.

For decades, Transformers has attracted multi-generational fans who’ve embraced the brand and passed the fandom off to loved ones. 2024 is just the beginning for Transformers, as the world’s favourite robots embark on the next 40 years of adventures.

Dino Ranch - Boat Rocker

Dino Ranch, the successful animation from independent, integrated global entertainment company Boat Rocker, continues to recruit young ranchers around the world with its unique and imaginative blend of two preschooler passions, dinosaurs and cowboys. A show where adventure, friendship and family unite in a dynamic Wild West location, Dino Ranch features the action-packed exploits of the tight-knit Cassidy family and their pack of personable dinosaurs.

Season three launched in the US on Disney Junior in September 2023 and rolls out internationally from 2024. To date, the show has been sold to over 170 countries and is available in over 15 languages across major international broadcasters, including Disney +, Gulli in France, Boing in Italy, TVP in Poland and Tiny Pop in the UK.

Excitement reaches a new peak in season three, with the thrilling Mountain Roar tentpole, a 22’, two-part special with four supporting episodes, which premieres in the US in 2024 and is set in a brand-new location, Dino Mountain. This T-Rex shaped peak is filled with preschoolers’ delights, such as construction trucks, rails, trails, gadgets and beautiful gems.

The theme of construction runs through the new season, but the Dino Ranchers are not just building structures, they’re also forging lifelong bonds with their friends and neighbours. Family is at the heart of the show, and season three extends family to include the whole community. There will also be three seasonal episodes, with more dino friends and exciting new characters that celebrate diversity and inclusion, making sure everybody feels at home on Dino Ranch.

Children can immerse themselves in the world of Dino Ranch at home with a range of products across a growing number of categories such as toys, apparel, publishing, homewares, apps and video games. With more than 60 licensees worldwide, Boat Rocker has a rapidly growing CP programme in over 18 territories including the US, Canada, LATAM, the UK, France, Germany, Spain, Italy, the Nordics, Poland and Australia.

Fans have been thrilled by the latest licensee additions of Microids and Tonies Microids’s Dino Ranch, Ride to the Rescue for Nintendo Switch, the first-ever Dino Ranch video game, plus Tonies’ absorbing audio tales that take listeners on an immersive trip down to the ranch with the Cassidy family and their dino buddies.

The latest European licensees include two in Italy, Meet N Greet experience partner Inscenando, which will be hosting costume character events with Jon and Blitz, and ICAM, with Easter eggs for Easter 2024. In the Nordics, a new promotion with Hesburger restaurants in Finland and the Baltics for next summer joins current strong programmes from Egmont for publishing and Skybrands for apparel and home.

Fans can also immerse themselves in the show through Dino Ranch’s hugely successful official YouTube channel, which continues to grow, clocking up more than 400m views since launch, and is now available in both English and Spanish.

Pip and Posy - Magic Light Pictures

Pip and Posy, the first-ever pre-school series from Magic Light Pictures, is emulating the success of Magic Light’s beloved half-hour family specials, based on the picture books by Julia Donaldson and Axel Scheffler. Proving a big hit with its young audience since its debut on Channel 5’s Milkshake! and Sky Kids in 2021, Pip and Posy has attracted more than three million viewers on Milkshake! and is one of its top-rated shows. A hugely successful second series launched in early 2023, on Milkshake! and then on Sky Kids, and the exciting educational spin-off series, Pip and Posy Let’s Learn, launched on Sky Kids last autumn.

Pip and Posy are best friends whose lives revolve around a wonderful world of play. Packed with warmth and humour, the series is a joyful celebration of their great friendship, its laughter and games and its highs and lows. As the endearing pals continue to work through the ups and downs of their relationship through their creative play, they show young viewers how to forge lasting friendships of their own.

The show is also winning friends worldwide, with over 32 international broadcasters and streamers covering over 100 countries worldwide and being translated into 29 local language versions. Pip and Posy is also proving massively popular on its growing social media platforms.

Magic Light Pictures’ in-house licensing team has already secured a strong list of licensees and is now looking to expand the brand into other categories, including arts & crafts, role play, wheeled toys and greetings, as well as soft lines categories, including home textiles and accessories.

The company recently announced Bandai as master toy partner for the UK and Ireland, with the first toy range launching for February’s half-term break. Heavyweight marketing and PR support includes a cinema campaign in February across four chains, an influencer campaign and on-air support with Milkshake! with characters in the studio and an on-air competition. Additionally, a standalone Pip and Posy magazine launches in February.

Other leading licensees include Amscan (dress up and party), Aykroyds TDP (nightwear, essentials), Bandai Namco (amusement toy and plush), Blues Group, (apparel), Brand Alliance (apparel, special channels), Kennedy Publishing (magazines), Rainbow Productions (costume character), Ravensburger (puzzles and games), Star Editions (online gifts) and Tonies (audio). Nosy Crow is the publisher of both the classic and TV tie-in Pip and Posy formats.

Nightwear has already launched with Asda for Christmas 2023 and further apparel ranges are in development, with Asda and Sainsbury's developing ranges for World Book Day in March.

Pip and Posy have also been to wildlife trails last Easter at Whipsnade Zoo, summer appearances at the Bristol Harbour Festival, celebrating playday at Hinckley’s Snapdragon Festival and headlining Parkdean Resorts’ Milkshake! morning and appearing live on stage in the Milkshake! Live theatre tour.

Pudgy Penguins

In just two years since its inception, Pudgy Penguins has redefined the landscape of digital collectibles and soared to unprecedented heights, establishing itself as the new generation’s IP.

The brand's transformative journey includes partnering with esteemed toy licensors PMI Kids and Retail Monster, amassing an Instagram following from zero to a staggering 1m, earning a spot in Walmart's prestigious pallet programme and achieving global shelf presence at Smyths and Toys R Us. Notably, it secured the title of Toy Insider’s Top Holiday Toy of 2023, marking just a glimpse of the numerous milestones reached in this Pudgy Penguins’ meteoric rise is no accident, eclipsing others in the digital space. It has garnered attention from major media outlets like NBC Daytime, New York Times, Forbes, Coffee with America and Bloom TV. It's not waiting for mass adoption: the property is catalysing it by democratising IP, toys and family-friendly content.

Drawing inspiration from universally beloved brands such as Disney, Pudgy Penguins emulates classics while carving its own path, redefining brand-building beyond its origins. It strives to shift the narrative from brand and consumer to brand and participant. This approach hinges on the mass appeal of toys, content, games and, most importantly, community, linking individuals to characters, each other and the unfolding narrative within a year, Pudgy Penguins has reached over 1m followers through lovable animations. With over 382m views on Instagram, more than 72m views on TikTok, and 10b views (and counting) on Giphy, the numbers speak for themselves. Pudgy Penguins brings smiles to faces, gives people an opportunity to connect with their loved ones, and provides a few seconds of levity and positivity.

Alongside its lovable characters, Pudgy Penguins introduced Pudgy World, an immersive online game where everyone can customise their own penguin avatars, play mini games, explore the world and meet friends. The key to customising avatars is tied to the physical Pudgy Penguins toy. Each of these toys features a QR code that unlocks a trait box, allowing users to personalise their avatars in creative ways. Innovation is a constant companion in every facet of Pudgy Penguins' journey, elevating the overall experience for its dedicated audience.

At the core of Pudgy Penguins is its mission to transcend gender, ethnicity, interests and professions. Each penguin embodies unique traits, creating emotional connections for a diverse audience. While not the first digital art project acknowledged by the public, Pudgy Penguins boasts several groundbreaking achievements, and there’s a lot more in store. Beyond accolades, the brand's essence is to spread joy and to be a friend in a world where friends are diminishing. Pudgy Penguins’ vision surpasses individuals, embracing a collective spirit of positivity, love, and togetherness.

Gabby’s Dollhouse - Universal

Gabby’s Dollhouse is prime licensing real estate, with partners and retailers crediting the brand for rocking the foundations of the highly competitive pre-school category.

Just 18 months on from its EMEA launch, the brand has cemented its position as a franchise of the future, underpinned by incredible viewing figures, product sales and industry accolades. The brand is currently tracking as the number one new property based on toy sales in the UK, France and Italy.

Building on the launch success, 2023 saw an expansion of the consumer products into other categories including soft lines, homewares, partyware, food and drink, personal care and Back to School. Spin Master has also expanded and refreshed the toy range to reflect the latest content themes, and Lego has moved in, adding a new dimension to the brand’s toy offering.

Universal is an exciting place to be in 2024; it is a fan focused business that is committed to building and sustaining franchises through investment. Its commercial vision is long term, always prioritising quality over quantity and working with best-in-class partners which understand the DNA of its brands, whilst always trying to innovate and set new standards. In 2024, the brand continues to grow with new licensees coming on board in South Africa and MENA across plush, publishing and bedding. In the UK, it adds HTI, Sambro, Canal Toys, VTech, Smoby and Lexibook to the mix of toy licensees and Paladone for home and gifting.

A steady rollout of new episodes continues on Netflix, with the launch of Gabby’s Dollhouse series eight in August 2023, reaching No. 1 in all priority markets within the first three days of launch. The property will continue to expand internationally, with new free-to-air broadcasters to be added in the coming year.

Gabby’s Dollhouse also benefits from a fan-first ecosystem that includes popular YouTube channel Gabby and Friends, which has amassed over 1.3b total views, with growth of 150% up to February 2023, and the Gabby’s Dollhouse app, which has over 26m downloads and is the No. 1 creativity app for kids. The pre-school sensation has also made waves with music content, with over 180m streams across Google Play, Spotify and Apple Music.

With an ever-growing global fanbase, Universal, in partnership with DreamWorks Animation, has directed significant investment towards consumer marketing in the past 12 months including Gabby on the Go!, the brands first-ever global retail tour. Investing in consumer marketing and touchpoint experiences with fans will continue to be a priority for the brand in 2024.

Thomas & Friends - Mattel

For over 79 years, Thomas & Friends has introduced children to the bigger world around them through the wonder and awe of trains, providing a trusted friend for adventure and discovery. A purposeful brand with friendship and teamwork at its heart, the famous little blue engine has made hundreds of new friends since 1945, embarked on global adventures and visited new countries.

Thomas & Friends content, with its 2D animation look and updated style, is a favourite with the next generation of fans, while still retaining easily recognisable continuing characters and the Island of Sodor. The consistently refreshed content, reflecting the changing times, remains relevant with pre-schoolers and parents and helps them relate to the journeys that Thomas embarks on. The new content, All Engines Go, is a huge rating success and is continuing into 2024 with exciting new episodes including a Christmas special set for autumn/winter.

Mattel continues to partner with the best-in-class licensees to expand the Thomas & Friends franchise across key categories including Toy, Apparel, Dress Up, Publishing, Creative Play, Outdoor & Sport Play, Home Furnishings and more.

Bolstered by the success of the Thomas National Autistic Society and Bruno character, consumer products programmes will lean into this important segment across Softlines, Hardlines and Publishing.

Barbie - Mattel

2024 is shaping up to be an exciting year for Barbie as Mattel builds momentum for the brand’s 65th anniversary.

Since 1959, as the original girl empowerment brand, Barbie has shown girls they can be anything. By providing purposeful play with over 200 careers, highlighting global role models, showcasing diversity and inclusion, and leading the mission to close the Dream Gap, Barbie continuously strives to help kids reach their limitless potential.

This year Barbie will turn 65. The brand will have a full year of exciting birthday activity to mark the milestone and celebrate the icon. Fans should look out for even more Role Models, more purpose, more fashion, more retail and brand new tentpoles. It’s Barbie’s Birthday party and everyone’s invited.

Mattel has signed some truly world class partners across apparel, accessories Home, Stationery, Arts & Crafts, FMCG & Hardlines in 2024 to celebrate a true franchise-first activation.

Hot Wheels - Mattel

Hot Wheels die cast cars are the No. 1 selling toy in the world, with the brand having sold 8b cars since 1968 (and still selling 16.5 cars per second) while also making 10m cars per week. For over three generations, Hot Wheels has provided exhilarating vehicle play that challenges kids to develop new skills while having fun with the most outrageous and innovative cars and track systems on the market. The Hot Wheels ethos, ‘Challenge Accepted’, ignites and nurtures the challenger spirit that lives within every kid and is at the heart of the Hot Wheels brand. More than just a toy, the brand has evolved into a franchise and multi-channel play experience with segments in gaming, digital, automobile parts to licensed apparel, merchandise and live events.

Hot Wheels Monster Trucks Live Glow Party will return in the first half of 2024, debuting new truck '5-alarm' to 29 markets in North America and 10 markets across Europe starting in Madrid, Spain, and - for the first time ever -featuring dates in Australia.

The Hot Wheels franchise approach will continue with strategic partnerships across hardlines, soft lines and publishing throughout 2024.

Miraculous - Zag

Miraculous burst onto the scene in 2015 with the TV Series Miraculous - Tales of Ladybug and Cat Noir. The show has achieved phenomenal success, spanning five seasons and broadcasting across 120 countries, while three new seasons promise to keep the excitement alive.

Summer 2023 saw the launch of the blockbuster animated movie Miraculous: Ladybug & Cat Noir, The Movie, directed by Jeremy Zag. The movie originally launched theatrically in Europe in early July, and became the No. 1 movie in France, with over 1.5m tickets sold in the region. On 28th July the movie launched on Netflix, becoming a top-ranked movie on the platform’s Top 10 Global Movies list in 49 countries. Autumn saw the launch of two Miraculous specials: Miraculous Action, produced in collaboration with The Breteau Foundation to raise awareness about the global plastic crisis, and Paris: Tales of Shadybug and Claw Noir.

A high-voltage collaboration with Volkswagen saw the electric ID family of vehicles take the spotlight in the Miraculous movie. The synergy with Volkswagen continued with the launch of Marinette’s Volkswagen e-Beetle from Playmates Toys and Zag. Also new from Zag and Playmates are the Miraculous Chibi Mini Playsets inspired by the viral Miraculous Chibi Shorts on YouTube. Global partner Playmobil launches a new toy range in 2024, Kodansha has added kid-friendly manga this summer, Hallmark is launching a line of greetings cards in 2024, a bespoke plush line just launched with LankyBox, and Miraculous bears are available from Build-A-Bear Workshop.

Fans are also interacting with the brand across gaming. Miraculous - Just Dance 2023 Edition is now available on all consoles and earlier this year, a new mobile game, Miraculous Life (available on iOS, GooglePlay and Amazon) surpassed 6m downloads with 38m minutes played in three months. A second console game is coming from GameMill Entertainment and there have been over 550m plays of the Roblox game Miraculous RP: Quests of Ladybug & Cat Noir. Additionally, the official Miraculous app has been downloaded 250m times.

Zag has amassed over $1.5b in retail sales for Miraculous to date, with more than 280m products sold globally. The Miraculous phenomenon continues on digital platforms, garnering over 28m subscribers and 35b views on YouTube, and over 500m views on TikTok. Plus, fans can look forward to the first-ever global Miraculous Day in September 2024, with multiple partnerships and promotions already in the works.

The Wombles - Wombles Operations

2023 marked the 50th anniversary of The Wombles’ first television appearance; the show went on to become one of the most popular children’s programmes of all time. Right from the beginning, The Wombles adventures involved recycling and reusing the discarded things left behind by humans, so they were undoubtedly ahead of their time.

Since being brought out of hibernation in 2020, The Wombles have inspired a new generation with their positive environmental message. They believe that no action is too small to make the world a better place. They have featured in campaigns for the Great British Spring Clean, recycling, tree planting, beach cleaning, plastic waste reduction and upcycling, and were the UK government’s mascots at COP26.

As befitting the environmental story underpinning The Wombles, the company wants to become a standard bearer for sustainability within the licensing industry. It wants to work with brands and manufacturers which are bringing innovative environmental products and services to the market. It is also keen to support the sustainability efforts of larger companies – helping them tell their environmental story much more effectively.

The Game Catchers - Studio Bozzetto

The Game Catchers, the space-themed pre-school TV series, is rising as a sensational hit in the children’s entertainment sector, particularly following its acquisition by the BBC for broadcast on the CBeebies channel. This pivotal partnership underscores the show’s remarkable impact and allure, establishing it as a top pick in the children’s television landscape. The project, born from a collaboration between Studio Bozzetto (Italy) and Sphere Animation (Canada) and supported by RAI Kids and ICI Radio-Canada Télé, was specifically designed with a sharp focus on toy development and play experience.

In addition to CBeebies, The Game Catchers has captured the attention of other international broadcasters, including RTÉ in Ireland, YLE in Finland, TVO, Knowledge Kids and Canal Panda. These broadcasting agreements emphasise the series' broad appeal and international reach, making it accessible to a global audience. The international distribution is handled by Banijay Kids & Family.

.After achieving going viral on many of the world’s TVs, the producer of The Game Catchers has decided to carry on with a new season. Season 2 is coming soon with 52 new episodes, which means 52 new worlds and many new characters. Having this diverse range of characters with eye-catching features merged in these visually appealing worlds will multiply further the diversity of toy possibilities.

With two content-rich seasons, The Game Catchers presents 104 varied planetary settings and more than 400 imaginative characters, conjuring a vast and fantastical universe that is perfectly suited for an array of collectible products and toys. The series not only entertains but also ignites learning and curiosity in children, merging education with adventure in a captivating format.

Angry Birds - Rovio

In 2009, Angry Birds was released on some of the first touch screen mobile phones available and ended up both completely transforming mobile gaming and laying the foundation for a franchise. The Angry Birds brand has since evolved into a thriving and popular media franchise which has expanded into merchandise, animated series, movies, amusement parks, digital experiences and more, all supported by a dedicated global fanbase. Angry Birds’ evergreen appeal has grown from its endearing characters and unique stories, as well as its immersive gameplay, which resonates with fans of all ages, making for one of the most interesting IPs in the licensing industry.

This year, the brand turns 15. To mark the occasion, Angry Birds has planned a series of special events throughout the year including celebrations within Angry Birds games, gaming collaborations, social media activities, OOH advertising and exclusive releases. In collaboration with its global licensing and publishing agency, IMG, Angry Birds will benefit from new consumer products and experiences that will be released through licensees to celebrate the brand. Angry Birds fans will see toys, high end collectibles, fashion collaborations, F&B partnerships, promotions in location-based entertainment venues and even new, thrilling arcade rides. The franchise also continues to evolve with new animated series and storylines and is expanding its location-based entertainment offering in the coming years. The exciting milestone is not only a celebration of the successful history of Angry Birds but the promise of an even more exciting future.

In June 2023, it was announced that Prime Video and Amazon Kids+ had ordered a long form series for Angry Birds Mystery Island: A Hatchlings Adventure, from Eric Rogers (Futurama) and animation studio Titmouse. The upcoming series will introduce three new Hatchling characters that must cooperate with a foreign-exchange piglet to survive on a strange, deserted island. The show promises a lot of fun, mystery and adventure over the course of 24 episodes in the first season, including irreverent humour and pop culture references the whole family will enjoy. The animated series features an ensemble cast that includes Harvey Guillén (What We Do in the Shadows), Kate Micucci (Scooby-Doo!), Dominic Monaghan (The Lord of the Rings) and Nasim Pedrad (Saturday Night Live).

The Angry Birds YouTube channel is a growing platform for the brand, with a focus on short form animated series and fun content videos. The channel’s latest animated series release was a third season for the popular Angry Birds Slingshot Stories, which focuses on telling the story of what happens behind the scenes in games. The next release will be a new season for Angry Birds MakerSpace that will be airing later in the year. Angry Birds content continues to engage kids of all ages, as well as families, on YouTube, as its series and movies are perfect for co-viewing.

Looking back over the years with touchpoints in all media areas and the plans for the future, Angry Birds has not only sustained its success but has thrived through innovative collaborations and strategic partnerships. Whether it's teaming up with other popular franchises or exploring new media, the brand has consistently pushed boundaries, keeping its content fresh and exciting. Rovio continues to look for opportunities to collaborate with innovative partners to build on the brand’s narrative. To set up meetings or find more information, reach out to IMG through imglicensing.com/clients/angry-birds.

Tara Duncan - Princess Sam Consumer Products

The popular kids animated adventure-comedy-fantasy series, Tara Duncan, is now the focus of a licensing programme.

Tara Duncan is already making an impact, notably in the toy category. This is from key strengths of the property in several areas. This original series about an ordinary girl from Earth with extraordinary powers, making friends and fighting evil on the magical planet OtherWorld, is already well-known as a big publishing success, adapted from a series of books by Sophie Audouin-Mamikonian that has sold tens of millions of copies worldwide.

The animated series, with total sales in over 80 countries, is taking the story to another level. It uses state-of-the-art, 3D CGI motion capture technology, with more than 170 artists recruited from the global feature film industry and advanced innovations to deliver an experience like no other.

The visual appeal will be an important part of the development process for all categories, including back to school, stationery, home textiles, apparel, fashion accessories, beauty & personal care, food & beverage and gifts. The toys, however, will remain a prime licensing target and the PSCP vision, inspired by the look and themes of the show, will continue to drive style guides and imagery that will inspire a strong licensing presence in toys and games for Tara Duncan in the coming months and years.

PSCP, a division of Princess Sam Entertainment, the company that oversees the property, launched its own range of Tara Duncan figurines, playsets and dolls at retail in France in the autumn, thanks to its French distributor WTT. More territories are to follow soon. The Tara Duncan licensing campaign has also awarded a licence in the French market to Tonies.

While it’s too early to exhibit at Spielwarenmesse, Princess Sam will be visiting Nuremberg to pitch to distributors for the Master Toy line that will be completed this year, with about ten new products on the way for 2024.

Importantly for potential partners, agents have already been appointed for the UK, Spain and Portugal, Benelux, multiple territories across Latin America and the Caribbean, Italy and, most recently, Canada and Mexico. More appointments are imminent.

On the broadcasting side, international distribution company Superights represents the worldwide rights distribution for the show, except in Mainland China, although expansion plans for China are underway thanks to a partnership with Reesee Entertainment.

With a second season already in production, Tara Duncan enjoys reach and awareness, as well as boasting characters, situations and themes that lend themselves well to toy-focused output. With Princess Sam’s strong network of TV partners and regional agents, it is well placed to build toy partnerships that build on the key strengths of the property.

Pokémon - The Pokémon Company

Pokémon continues to post substantial growth across its wide-ranging pillars of video games, mobile apps, the Pokémon Trading Card Game, animation and movies, Play! Pokémon events and licensed products for all tastes and budgets.

2023 saw Pokémon’s highest-ever UK Circana position: No. 1 YTD (March 23), with sales up a remarkable 51%, reflecting the huge popularity of the Pokémon TCG and its varied toy range. Highlights included Jazwares’ award-winning range of innovative new products such as Battle figures, 8-inch plush and Squishmallows; and Mattel’s MEGA Construx Motion Pikachu set. The Pokémon TCG UK sales also continued to break records, with the latest hit expansions Scarlet & Violet—Paldea Evolved and Scarlet & Violet— Obsidian Flames.

There were new additions to Jazwares’ toy line, including plush of Pokémon from the Pokémon Scarlet and Pokémon Violet video games Sprigatito, Fuecoco and Quaxly, as well as Pikachu; and a new wave of plush from the Squishmallows x Pokémon collaboration. Additional products include Pokémon Funko Pop! figures, Ravensburger puzzles and Labyrinth board game, Wand Company collectibles and a range of Abysse products, including Pokémon breakfast and gift sets.

The iconic animated series airs in the UK on Pop, Netflix, BBC iPlayer and Amazon Prime with series 26, Pokémon Horizons, having launched in April 2023. Featuring innovative stop-motion animation, the Netflix series Pokémon Concierge expanded the Pokémon world with a new storyline. Animated online web series, Pokémon: Path to the Peak was joined by Pokémon: Paldean Winds, which brings the Paldea region to life in an all-new way.

New events and experiences across Pokémon’s gaming titles have boosted its success further. The first adventure in The Hidden Treasure of Area Zero, the new DLC for the next-generation video games Pokémon Scarlet and Pokémon Violet, launched in September, with Part 2: The Indigo Disk due next year. The Detective Pikachu Returns video game launched exclusively for Nintendo Switch in October.

CoComelon - Moonbug

CoComelon is a pre-school entertainment franchise that aims to help kids navigate early life lessons with confidence. Its mission is to inspire positivity and nurture a growth mindset for kids across the globe. The show is the most watched pre-school brand in the world with more than four billion monthly views across platforms including Netflix, and over 290m subscribers on YouTube.

CoComelon songs are a highlight of the brand, aiding its mission to support kids in their foundational years. The show gives important early life lessons a soundtrack, helping children laugh, learn and grow, whilst also helping parents and carers navigate all the daily challenges of parenting.

The CoComelon brand has shown rapid growth over the past year with new spin-off shows that expand the CoComelon universe and provide a deeper insight into the lives of JJ, his family and his friends. New shows Nina’s Familia and CoComelon Lane also launched during 2023.

Nina's Familia is an extension of the CoComelon universe. Featuring the same style of three-minute songs and nursery rhymes that made CoComelon a worldwide phenomenon, children view stories involving family, social-emotional learning, positivity and healthy habits, but through the lens of a bilingual multigenerational Mexican American family.

CoComelon Lane, which launched back in November 2023, is a brand-new Netflix original series that provides the opportunity for a longer narrative format. The series allows audiences to hear the Melon Patch kids speak to each other for the first time. In each episode, the characters of the show embark on imaginative adventures as they explore feelings and the world around them.

Aside from content growth, the brand has expanded further into other industries such as gaming, live entertainment and music. This year, Moonbug launched a mobile port of the CoComelon: Play with a JJ video game which received over 125,000 downloads on Apple iOS and Google Play in its first two weeks.

The brand has also established itself as one of the biggest licensing properties in the toddler and pre-school market due to its high awareness and affinity with its audience. Characters such as JJ, Cody and Nina are incredibly beloved and popular with kids who enjoy expanding the shows’ storylines beyond the screen and into their homes.

CoComelon boasts a strong consumer products programme with offerings in all major licensed categories including toys and games, apparel, party goods, FMCG, arts & crafts, home and more. In 2023, Moonbug launched successful fashion collaborations with sports brand Puma and footwear company Crocs, and more recently, the company announced a fashion collection for infants with UK retailer George at Asda. The My First CoComelon collection was developed in collaboration with licensee Blues Group and to support the release, Moonbug launched a three-week marketing campaign that included social media, influencer relations and inclusion in the CoComelon magazine.

On the toy front, the brand has seen the launch of products including CoComelon HugMees by Squishmallows from global master toy partner Jazwares, the Tonies CoComelon audio, as well as award-winning dolls and playsets.

2024 will not slow down, with more content, music, products, live entertainment and fun moments in the pipeline.

Little Sindy and Little Paul - Pedigree

Pedigree, the owners of the Sindy brand, is proud to announce a new brand extension for Sindy in 2024: introducing Little Sindy and Little Paul in the baby and toddler category.

Little Sindy and Little Paul are younger versions of the aspirational teenage icons that fans know them to be today. They are around five years old and represent all that is unique and special about the characters, but in a cute and adorable childhood way. The new designs feature Sindy and Paul in popular themes that appeal to kids, such as unicorns, ballerinas, fairies, mermaids, dinosaurs and astronauts. Combining these popular kid’s themes with an iconic brand will deliver a delightful combination at retail for parents who make those key purchasing decisions.

Baby and toddler is a natural category for Sindy, as the brand has always been an adult driven decision purchase, simply because of her long-standing and trusted heritage. Sindy has an unrivalled trust with millions of parents and grandparents that hold cherished memories of their own childhoods with her.

Little Sindy and Little Paul bring a complementary brand extension to Sindy’s iconic heritage in a softer, early childhood way. Sindy is uniquely placed to offer parents and grandparents a trusted and much-loved baby and toddler range of products for their own children, and the cute and adorable look has been designed to appeal to both boys and girls.

Pedigree has published a comprehensive new style guide with new Little Sindy and Little Paul illustrations. The launch will also be supported on Sindy’s official social media pages where there is a large and loyal fanbase for all things Sindy.

Contact Matthew Reynolds from Pedigree at sindyfans@sindy.co.uk to discuss licensing opportunities.

Mood Bears - Lisle Licensing

In December 2023, Lisle Licensing was appointed as agent for the fast-growing Mood Bears brand. The range initially launched as a line of plush toys, each of which have individual personalities, and was showcased on the acclaimed 2023 series of BBC2 Dragon’s Den. The Mood Bears founder, Joanne Proud, achieved a rare deal in securing investment in her business from all five dragons.

Mood Bears resonates with people young and old and has diverse appeal. This appeal reaches beyond age groups because of the personalities of the eight adorable and vibrant bears. The media exposure and brand recognition achieved by Jo following her brand’s first appearance on Dragons Den (which extended far beyond the toy industry) offered Mood Bears a great platform for launch.

Less than a year on, Jo has now secured the expertise of Tomy to manage her production and distribution. Lisle Licensing is focused on bringing the Mood Bears to life via a licensing programme in both the UK and Europe that has no creative boundaries. These bears have names - Happy, Sad, Silly, Calm, Nervous, Angry, Love and Hope - are empathetic to individual personalities without judgement and are caring to all. The personality of each plush bear, which is reflected in their individual colours, offers support and comfort to anyone and everyone.

The universal appeal of Mood Bears is what immediately attracted Lisle to the brand. To help grow Mood Bears, the team will draw upon its wealth of expertise in taking new children’s IPs into licensing. It will also seek out new partners who want to work alongside Lisle in delivering innovative product ranges and routes to market. Lisle’s role is to ensure it is working with a broad variety of best-in-class licensees across all relevant categories. The joyful Mood Bears present Lisle with an opportunity to create a Europe-wide programme covering multiple consumer touchpoints thanks to their diverse appeal.

As an agency, Lisle prides itself on being easy to work with, approachable, creative, and open to negotiating and delivering realistic partnerships for all its clients as it brings their IPs to consumers through licensed products that strengthen their overall brand value.

Bluey - BBC Studios

Bluey has seen tremendous momentum through 2023, and 2024 is looking even stronger. After taking the Australian market by storm in 2019/20, the IP has built momentum in the US. The animation’s storytelling and script, coupled with the animation, is also building audiences globally. With licensing for Bluey now moving into its third year, the gears are shifting from a very toy focused offering to one that encompasses the full gamut of product. The meteoric rise of the series includes it being the most-watched series for pre-schoolers and kids in the US, and topping the Nielsen streaming charts for overall viewing. Additionally, book sales are like no other and there is a move into the immersive, including the live stage show Bluey’s Big Play, which recently began its premiere tour of the UK and Ireland, and Bluey x Camp in LA, which is Camp’s fastest selling experience ever.

Although unquestionably a pre-school property, Bluey’s storytelling and animation has opened up audiences that go way beyond the core demo. Parents are engaging with the content, noting it’s wry take on the relationship between sisters Bluey and Bingo and their mum and dad. Moments that all parents are familiar with are called out in a manner that is both endearing and very funny. That level of humour is attracting commentary beyond parents and carers. BBC Studios is seeing engagement on multiple social channels from adults who don’t necessarily have children, and this is also includes older teens; a few minutes on TikTok quickly demonstrates the extent of that following. The gender split of viewing audiences is broadly 50/50 girl-boy, which isn’t unusual, however, what is unusual is the licenced product offering, most notably on apparel, is also split 50/50.

In under four years, Bluey already has close to 160 episodes and has been broadcast in over 60 territories around the world. 2024 will see the additional series three episodes launching on Disney+ in January. In April, BBC Studios will launch the much anticipated 30-minute special extended episode, The Sign. To support that, there will be a global marketing campaign. 2024 will also see over 300 pieces of content on You Tube, including clips, shorts, stop-frame and compilations. There are 18 Bluey local language YouTube channels, bolstered by social media channels, including TikTok.

As the momentum builds, Bluey will see increasing presence across multiple platforms, including experiential, theme parks, stage shows and immersive, along with some very exciting collaborations. BBC Studios is putting particular emphasis on FMCG/food and promotional partnerships, along with further immersive and collaborations.