Licensing Source Book: Summer 2024

Steady as

Wlong awaited comeback – as we enter the summer season, it seems there has been a general steadying of the licensing ship.

Speaking to licensees across all categories for this issue, while the challenges in supply chain, shipping and the cost of living remain, for the first time in a while the majority have been upbeat, optimistic and, dare we say, excited for the remainder of the year and what’s to come.

A lot of this is coming from some upcoming major movie releases, plus a summer of sport – including the Paris Olympic Games and the men’s Euros tournament, which should bring the feelgood factor back (crosses everything). One apparel licensee told us that you can feel there is “more energy and excitement at retail”; another is building on an already strong order book and that sellthrough has been “buoyant”; another that sellthrough is “showing resilience”; and yet another who is quietly confident that business will be “revitalised” as the year progresses.

Two brands in particular which are certainly doing their bit at exciting retail are Squishmallows and

Samantha Loveday - Group Editor Ian Hyder - Chief Executive Officer

Jakki Brown - Managing Director and Editorial Director

Rob Willis - Chief Operating Officer

Mark Grayson - Creative Director

Tel: 020 7700 6740 E-mail: hello@max-publishing.co.uk

Disney’s Stitch, and we are celebrating both in this issue. We spoke to Tony Youngman, director UK retail at Disney Consumer Products EMEA, Primark’s director of licensing, Sarah Jackson, and a collection of licensees (111-125) to find out what they believe have been the drivers behind Stitch’s resurgence. Meanwhile, our special standalone Squishmallows publication celebrates the success of the global toy property and the strides it is making in the licensing sphere.

Of course, it wouldn’t be a summer issue without highlighting Licensing Expo (59-77), while we have also been honouring the achievements of the brand and lifestyle sector at the B&LLAs 2024 (93-103).

Even without the sun, we do seem to be feeling brighter as an industry, and long may that continue. The LSB team will see you in Las Vegas (where the sun definitely will be shining!).

The Licensing Source Book Team

Samantha Loveday, Jakki Brown, Ian Hyder, Rob Willis, Tessa Clayton and Mark Grayson.

WITH THIS ISSUE

Squishmallows Special Publication.

PUBLISHERS OF

Copyright 2024. The publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text.

ISSN 25158643.

Inset: (L-R) Ian Hyder, Jakki Brown, Samantha Loveday and Rob Willis.

What’s Inside?

18-19 In bloom: Are garden centres the new department stores?

22-25 Anniversary milestones

26-31 Licensee Feedback: Summer trading expectations

34-35 The Inside Man: The needle in the IP haystack?

36-37 Monster smash: Meet the Fugglers

38-39 Retail round-up

42-43 WildBrain CPLG at 50

44-45

49-51

54-55

59-61

63-77

It’s a fan’s world: Bioworld International’s Richard Radford talks to LSB

Products of Change: Why 2024 is all about action

Introducing Seminal

Licensing Expo 2024: Need to know

Licensing Expo 2024: Exhibitor preview

78-79 New milestones for Moomin

80-81

Home wins: How Character World Brands is eyeing further growth

84-85 State of the Nation: Museum & Heritage

86-87 State of the Nation: Gaming

88-89 Elite forces: Rebellion’s Victoria Justice talks to LSB

93-95

B&LLAs 2024: In pictures

106-109 State of the Nation: Sports

111-125 The big Stitch up: Disney, Primark and key licensees discuss the resurgence of the cute blue alien

127-159 The licensees’ showcase

Illustrations Dick Bruna

Mercis bv, 1953-2024

Big business

From fashion legends and awards celebrations, through to key retail findings and new brand extensions, LSB rounds up some of the latest news from across the industry.

Fashion legend Jeff Banks delights B&LLA’s guests

He’s dressed the biggest names in the world of pop music, shaken hands with the late Queen, met the King of rock and roll Elvis Presley, along with countless other famous names, to include ol’ blue eyes himself Frank Sinatra

But in April, legendary fashion designer Jeff Banks took to the stage at the Brand & Lifestyle Licensing Awards, regaling the audience with anecdote after anecdote about a career in design, fashion and licensing that has spanned over 60 years.

Jeff, who introduced himself as “a designer and humble tailor”, stated: “I have licensed clothing, housewares and opticals in the UK, China and Australia. However, my licensing journey began in 1966 when I struck my first deal."

Other licensing ventures included a partnership with Sainsbury’s, where the company invited Jeff to create a licensed range of clothing. “It went from nothing to £200m in a year and was the forerunner for Sainsbury’s Tu clothing label,” said Jeff.

However, the “licence that got away” was The

Clothes Show, which Jeff co-presented with Selina Scott (the show ran from 1986-2000).

“The idea came to me when I presented a fashion slot on BBC 1’s Pebble Mill At One,” Jeff told the audience. “I put together some of my clothes and sent the idea to the then BBC’s then controller Michael Grade. Four years later he got back to me ask if I would make some shows for afternoon TV, which then moved to Sunday nights, and we hit the big time. There was a Clothes Show magazine, and the Clothes Show Live, but, to my great regret, I gave away the copyright to the BBC!”

Reflecting on “what licensing is all about”, Jeff said, “it is about creating brand identity, that the licence has legs, and that you have trust. You have to have a passion for it. You also have to have the right partner, one that you trust completely, and one that is as passionate about it as you.”

The Licensing Awards 2024 open for entries

The 2024 Licensing Awards are now open for entry – with a closing date of Thursday 30 May 2024. All of the award categories – including those for licensed products, licensed properties, retail, marketing, honorary achievement, plus the awards for sustainability, international retail and licensed live events – can now be entered, for free, by going to the portal on the website www.thelicensingawards.co.uk.

The Licensing Awards 2024 (which is owned and organised by Max Publishing) cover licensed product launches, licensing activity and licensed retailing execution taking place between 1 June 2023 to 31 May 2024. Entry and judging of all the product categories will once again be done online. This year also sees the introduction of a new category – Best Licensed Health & Beauty Range

The awards event itself will return to The Great Room at The Grosvenor House Hotel, London on Tuesday 10 September 2024, so mark the date in your diaries.

Inset: Jeff shared anecdotes from his career in design, fashion and licensing that has spanned over 60 years.

Over half of UK retailers to boost branded product lines this year

A survey of 60 UK retailers (working across toys and entertainment, apparel, gifts and accessories, home goods and sports) conducted at the Licensing for Retail Day (run by Brand Licensing Europe and Licensing International) has provided fresh insight into the role licensing plays in their business strategies.

The survey revealed that retailers are increasingly aware of the benefits of operating a brand licensing programme, specifically, the opportunities it presents to: Diversify categories (33%); Acquire new customers (26%); and Increase customer loyalty (19%)

For the retailers questioned, branded/licensed product represents the following percentage of their sales currently: Over 50% of revenue –28% of retailers surveyed; 2450% of revenue – 21% of retailers surveyed; Up to 25% of revenue – 42% of retailers surveyed.

Furthermore, 80% of those retailers confirmed the number

of branded/licensed products they sell will increase (52%) or stay the same (28%) this year. Only 3% were forecasting a decline.

Barriers preventing even higher levels of brand/licensing product penetration were highlighted, with retailers frustrated by complexities, and slow approvals and ‘to shelf’ timelines. Asked ‘What are the biggest barriers to working with brands?’, the responses were: Approvals are too time consuming (26%); The contractual side is too confusing (20%); We want to work with different brands to our competitors (14%); Takes too long to get products to shelf (10%).

Pokémon debuts monpoké

The Pokémon Company International has launched monpoké – an expression from the Pokémon brand featuring curated, Pokémon-branded baby and toddler offerings.

Previously exclusive to Asia, the monpoké expression has expanded its footprint to reach the littlest Pokémon Trainers with engaging content, licensed merchandise and books highlighting fan favourite Pokémon like Pikachu, Dedenne, Smeargle and more.

A series of videos starring Pokémon as puppets, called Fun Times on monpoké Island, is available on the official Pokémon YouTube channel.

In addition, a ready to wear collection for newborns, babies and children, plus a skincare line, have been created in collaboration with French luxury childrenswear label, Bonpoint

The capsule collection comprises eight pieces for Trainers between one month and 14 years old, and includes a pyjama set, sweater, denim jacket, denim cap and tote bag among other items. In addition, the skincare range consists of four special edition products featuring an artfully stylised Pikachu. The Bonpoint skincare range is made in France and suitable for sensitive skin of all ages.

Young Trainers can also explore the Pokémon world with a range of monpoké titles from Scholastic. Additional monpoké experiences and are offerings are also being planned for future release.

Finally, the survey found that the brands retailers are most excited about working with in 2024 skew heavily towards toys, preschool and kidult with Hello Kitty, Bluey, Furby, Peppa Pig, PAW Patrol, Paddington, Squishmallows, Transformers, LEGO and Poppy’s Playtime all being mentioned.

Aykroyds strengthens team with high profile new hires

Apparel licensee Aykroyds has welcomed two major new hires to its team.

Robyn Cowling brings over 15 years of in-house licensee experience to her new role as head of licensing. Robyn was most recently brand director for The Rocky Horror Show at Golden Goose and is also an active part of The Light Fund committee.

“I am absolutely delighted to be joining the team at Aykroyds and to be managing their licensed product portfolio moving forward,” Robyn commented. “I have long admired and respected Aykroyds and the people who work there so am excited to get started. I am passionate about driving brand extensions, forging new partnerships as well as nurturing existing relationships and am eager to contribute to their continued success and growth.”

In addition, Craig Moore brings over 20 years of sales and licensing experience to his new role as head of sales. Craig joins from Fashion UK where he held the role of head of UK sales.

He commented: “Aykroyds is a long established licensee with a wide portfolio of licences, they have best in class design and I am thrilled to be joining such an amazing team.”

Below: The survey of 60 UK retailers was conducted at Licensing for Retail Day which was held in March.

Top: Robyn Cowling.

Above: Craig Moore.

Left: monpoké features curated, Pokémon-branded baby and toddler offerings.

Countdown is on to BLE 2024

As the clock ticks to Brand Licensing Europe 2024, 157 companies have already been confirmed to exhibit, including six first timers –24h Le Mans, The British Museum, Animaj, Cardio Bunny, Merchantwise Group Unicast

This year’s BLE returns in a slightly earlier timeline – 24-26 September – and will take place at ExCeL, London. Visitors can register their interest now and will be notified automatically when registration opens in early June.Some 157 exhibitors are confirmed to date, bringing thousands of brands to BLE from all categories.

“The exhibitor list is already showing some amazing brands from across all categories which is a testament to the event’s strength within the European licensing industry –it is quite simply the only place for European retailers, manufacturers and brand owners to meet, do business and sign deals that will decide what branded products consumers will be buying from December 2024 and beyond,” commented Ella Haynes, BLE event director.

Last year, 9,649 licensing professionals attended BLE. Visitor numbers increased by 28%, and the show attracted record numbers of retailers and visitors from France, Italy, Germany and Spain (FIGS) (also up 28%), showing the strong appetite for branded consumer products at retail.

Miffy x Cath Kidston collab launches

April saw the much anticipated global launch of a multiproduct collaboration between classic brand Miffy and lifestyle brand, Cath Kidston

Available exclusively at Next in the UK, in Cath Kidston stores in Thailand, Hong Kong and Taiwan and on Next online globally, the limited edition range includes a collection of bags and accessories for women and kids, women’s pyjamas and children’s dresses.

In addition, the collection also includes five special –and highly collectable – Made-In-England mugs that have seen an impressive pre-launch response.

The collection partners Cath Kidston’s synonymously painterly florals with Miffy’s classic joy.

“Miffy and friends are an ideal partner for Cath Kidston, a unique British brand that takes classic items and reimagines them with style and humour,” commented Marja Kerkhof, md at Miffy brand owner, Mercis. “Inspired by Dick Bruna’s delightful creation Cath Kidston has created truly magical floral worlds for Miffy to play in that will delight children and adults everywhere.”

Holly Marler, head of creative at Cath Kidston, continued: “For Miffy to explore the Cath world, it had to be joyful. We wanted to create these magical scenes for her to play in with a synergy that’s inspired by our brands’ mutual commitment to artistry.”

Netflix bolsters Bridgerton licensing

The Regency era of Bridgerton has been inspiring a number of licensees across some key categories.

British luxury biscuit brand, Biscuiteers has collaborated with the Shondaland series on Netflix to create an exclusive collection of 13 designs, drawing on the plotlines, balls and fashion from the era as inspiration. The partnership with Bridgerton marks Biscuiteers’ first of this kind, demonstrating the brand’s ability to tap into cultural moments and indicative of the growing relevance and impact of the series spanning multiple industries.

Meanwhile, Kiko Milano has debuted a limited edition 22-piece make up collection of face, eye and lip products. The aim is to bring Regency era refinement to life with an effortless modern twist.

Finally, Asmodee and Z-Man Games have launched Love Letter: Bridgerton, a strategy microgame which sees players investigating Lady Whistledown’s true identity.

StationeryNews.net pushes the envelope thrice weekly

The newest digital publication in the Max Publishing stable, StationeryNews.net is already making its presence felt in the stationery industry, having officially launched in March.

Previously known as StationeryMatters.news, there’s a new website and twice-weekly e-newsletters from the team of Michelle Urquhart, Tracey Bearton, Samantha Loveday and Jakki Brown featuring hot-off-the-press news, interviews, commentary, trend analysis and much more – all delivered directly to over 15,000 inboxes.

StationeryNews.net is the latest digital news platform from Max Publishing, the new owners of London Stationery Show, now a sister trade fair to the company’s popular long-standing speciality greeting card event PG Live

StationeryNews.net is written and curated by Michelle, an experienced business journalist who has spent many years in markets including greetings, brand and character licensing, housewares, and kids’ products, while Tracey is now editor of the accompanying Stationery Matters magazine, as well as working with PG Buzz and Progressive Greetings

In tandem with StationeryNews.net’s regular doses of news and views, launching prior to the London Stationery Show at Islington’s Business Design Centre over Tuesday and Wednesday, 14-15 May, will be a revamped Stationery Matters magazine.

The new publication includes industry developments, retailer insights, product features, topical discussion articles as well as coverage about the London Stationery Show.

Licensing companies with any related stationery news can contact Michelle on michelleu@max-publishing.co.uk.

Above: So far, 157 companies have been confirmed to exhibit at the 2024 show.

Left: The collection partners Cath Kidston’s synonymously painterly florals with Miffy’s classic joy.

Below: Love Letter: Bridgerton has launched from Asmodee and Z-Man Games.

Trade backs Bologna

This year’s Bologna Children’s Book Fair, BolognaBookPlus and Bologna Licensing Trade Fair/Kids was another hit.

1,523 exhibitors gathered in Bologna from approximately 100 countries and regions of the world (new entries included Angola, Belarus, Benin, Bolivia, Cameroon, Colombia, Luxembourg, Mauritius, Monaco, Moldova, Paraguay, the Philippines, Togo and Uganda). 31,735 trade visitors (up 10% on 2023 figures) took part over the four days of the event in both 385 BCBF events and more than 220 underground events organised by exhibitors at the exhibition centre and around the city.

A vast array of licensing was seen across the show floor and included the fourth edition of the International Kids Licensing Days, three days of in-depth discussions with the main international players in the sector with the conference programme organised in cooperation with Licensing Magazine.

The Bologna Licensing Awards also honoured brands including Barbie, Pokémon, Gabby’s Dollhouse, Elmer and Vegesaurs among others.

Peppa Pig jumps in with new partners for 20th anniversary

Hasbro is continuing to mark 20 years of Peppa Pig, unveiling a number of new licensees in recent weeks.

Four new LEGO Duplo Peppa Pig sets - Peppa Pig Garden and Tree House, Peppa Pig Boat Trip, Peppa Pig Birthday House and Peppa Pig Supermarket – have been designed for children from 2+ and combine the building adventure of LEGO Duplo play with colourful settings, iconic characters and storytelling from the popular preschool animated series.

Peppa also continues to spread her wings into fashion with new collaboration alongside Trotters and Uniqlo Baby. Exclusive to Liberty London, Trotters merges the whimsical world of Peppa with its expertise in crafting timeless children’s clothing, while Uniqlo Baby has launched two short-sleeved graphic t-shirts as part of its My Special Friends UT collection.

In addition, Hummingbird Bakery has given its signature Red Velvet cupcake a Peppa Pig makeover, turning it into the Pink Velvet Peppa Sprinkle Cake, while there is also a Peppa Pig Cupcake Decorating Kit.

The Light Fund charges ahead as it hits 20

Industry charity, The Light Fund has started 2024 – the year it marks its 20th anniversary – in style, having now raised almost £2.3 million since its inception in 2004.

The figure includes over £13,000 from the Northern Light Fund Quiz in March –including £1,855 from a special auction – plus some £2,800 from the raffle at the Brand & Lifestyle Licensing Awards in April.

The Northern Quiz Night saw more than 160 executives head to Hotel Football in Manchester, with the winning team being a mix of Blues Clothing and Imagine8 executives called Blues have the Clues. At the other end of the table was the Young Professionals Network team from Licensing International, who had the honour of taking home the big pants.

The next event in the calendar will be the popular Summer Treasure Hunt which is due to take place on Thursday 18 July.

Vegesaurs continues to roar

Studio 100’s Vegesaurs brand is continuing to build its presence across Europe, with a new season due to launch, loyalty programme campaigns rolling out, new YouTube content and fresh consumer products hitting retail.

A particular highlight has been a win in the Bologna Licensing Awards in April for its campaign with Lidl, which saw a series of collectables and plush toys distributed by stores across Austria, Denmark and Spain.

New product launches included vegetarian snack products from iLove Snacks in Tesco, Sainsbury’s and Asda; novelty and activity books from Macmillan; a monthly magazine from Immediate Media; and plush lines from Globetrade (distributed by local partners) among others.

Licensing agents for the US and China have come on board in the form of Epic Story Media and JY Animation respectively, while new YouTube content (including nursery rhymes and songs) has helped the official channel reach more than 42,000 subscribers, 3.1+ million views and 10+ million impressions.

Season three of Vegesaurs will introduce a number of new characters, arriving on ABCKids in Australia in June and on CBeebies and BBC iPlayer in September.

Above: Four new LEGO Duplo Peppa Pig sets have been designed for children aged 2+.

Above: he judging panel for the Bologna Licensing Awards (from left) POC’s Helena MansellStoper, Max Publishing’s Ian Hyder, TOYS and 1st Steps’ Astrid Sprecht and The BrandTrends Group’s Philippe Guinaudeau, with Licensing Magazine’s Cristina Angelucci (centre).

Above: Season three of Vegesaurs arrives on CBeebies and BBC iPlayer in September.

In bloom

Offering giftware, homeware, greeting cards and more alongside their outdoor ranges, garden centres are a growth market for licensed product. LSB looks at the ways business beyond the high street is blooming.

The Garden Centre Association’s Barometer of Trade Report for 2023 reveals that while sales overall grew by a modest 3%, the gift category saw a YOY uptick of 5.44%, catering rose by over 18% and food hall/farm shop by 10.76%. Clearly, there are rewards to be reaped by offering more than plants and patio furniture.

“We’ve expanded our offering to include home, pet, gifts and retail concessions and restaurants, as well as soft play in some centres,” says Amy Stubbs, development and project manager at British Garden Centres.

“The result is that we’ve seen increased footfall, a younger and

find offering more has led to longer store visits and higher spending.”

The festive season is a particularly fruitful time for the nationwide chain.

“While all our centres do well during spring and summer, Christmas helps us capture sales in the winter months,” says Amy. “Each of our centres creates a festive experience which makes them a great place to spend time. Items like baubles or Christmas décor are more likely to be picked by people who are there for a coffee with a friend, or we see customers bringing the kids for a family day out.”

Mary Lewis, retail manager at retail services agency Spotlight.1888, says garden centres are uniquely placed to bring events to life, “thanks to the space available that high street retailers can’t necessarily offer and the appeal of the events themselves. Whether it’s wreath-making, pumpkin picking or Santa’s grotto at Christmas, activities like these increase dwell time.”

Garden centres’ out-of-town locations – with their ample parking – also work in their favour, Mary points out. “Consumers have to make an intentional visit, meaning that a conversion to a sale is more likely than at a high street alternative.”

Garden centres can benefit by showcasing their instore events on their digital platforms to drive additional footfall and by recruiting influencers or local experts to showcase their expertise, says Mary.

“Tapping into the potential of licensing is also an area it would be great to see more of, and with garden centres moving up the ranks of retail we are

Inset: New

Inset: British Garden Centres’ product diversification has resulted in longer store visits and higher spending.

Below: Rainbow Designs’ outdoor-themed licences like The Very Hungry Caterpillar are among its top performers at garden centres.

seeing the brands we work with mentioning how we could work with these retailers more often,” she says. “This demonstrates the demand is there and the National Trust and Blue Diamond collaboration [see box] is a great example of how the right brand with the right retailer can flourish.”

Rainbow Designs has made garden centres a pivotal part of its retailer strategy. “As a member of the Horticultural Trade Association and with a dedicated product strategy for garden centres, it’s an area we’ve worked hard to develop, and continue to invest in,” says sales and marketing director Zara Grindrod.

A growing partnership

In a collaboration that began in 2022, garden centre group Blue Diamond has teamed with the National Trust to develop unique collections of seeds, bulbs, roses and plants inspired by the gardens the Trust cares for, with 10% of the retail sales price per product going to the charity to continue its vital conservation work.

“This is a perfect collaboration in terms of audience and message,” says Blue Diamond group relationship manager Jill Kerr. “Blue Diamond has created a visually appealing way to sell products, and linking the products to properties cared for by the National Trust gives them stories that our respective audiences can relate to.”

The company’s nursery essentials such as comforters, rattles and gift sets are “hot favourites” with garden centre buyers and consumers, says Zara, “as are our high quality licensed character ranges, especially those that feature garden-based animals, such as Beatrix Potter’s Peter Rabbit and Flopsy Bunny, The Very Hungry Caterpillar and Guess How Much I Love You.”

Greeting cards – a department store staple – also perform well at garden centres, says Woodmansterne’s sales director Andy Paterson.

“Garden centres’ share of the card sector currently stands at around 2%, but this represents a rise of 40% since the pandemic. Licensing provides the route to exploit this further, whereby related

The Trust and Blue Diamond are currently working with multi-award-winning garden design practice Ann-Marie Powell Gardens to create a show garden for the RHS Chelsea Flower Show 2024, celebrating pioneering social reformer Octavia Hill (1838-1912), one of the National Trust’s founders.

products can be displayed together to provide impactful displays and create the necessary theatre consumers are looking for. I immediately think of our own Emma Bridgewater cards; their presence triggers interest in other products, and vice versa. While it’s challenging to bring all of this together, particularly where different buyers are involved, it can certainly bring the differentiation that we are all looking to deliver.

“We’re fortunate to have a wonderful sales team who promote our products incredibly successfully, and they are similarly blessed to be able to offer the key licences we publish. National Trust and the RSPB are natural choices for garden centres, of course, but Quentin Blake continues to deliver and is instantly recognisable too.”

Inset: Woodmansterne’s Emma Bridgewater greeting cards offer potential for cross-category displays.

Below: Blue Diamond worked with National Trust gardeners to develop a collection of summer flowering bulbs.

Some of the publishing and entertainment worlds’ best-loved brands are celebrating milestone anniversaries this year, rolling out fresh content, exciting live experiences and innovative consumer products to delight and engage existing and new fans alike. LSB has the lowdown.

Birthday presence

Following its 100th anniversary in 2023, Hasbro is celebrating another milestone year for Peppa Pig, Transformers and Dungeons & Dragons.

In her 20th year, preschool powerhouse Peppa Pig has teamed with LEGO and Merlin Entertainments to bring everyone’s favourite piggy into LEGO DUPLO form. LEGO DUPLO Peppa Pig sets will hit shelves this summer, while themed play areas are set to open this year at select Merlin Entertainments theme parks.

In addition, Katy Perry and Orlando Bloom have lent their voices to new characters – Ms Leopard and Mr Raccoon – as part of the animated series’ three-part Wedding Party Special, available to stream now on Paramount+ and Nickelodeon. Fans can listen to Peppa’s new cover of Katy Perry’s Roar on all major streaming platforms.

The Transformers franchise is marking its 40th birthday with products, promotions, experiences and entertainment inspired by the brand’s origins. Content from the 1984 original animated Transformers TV show will be screened by Trafalgar Releasing in cinemas worldwide on 15 May, while fans can enjoy a special anniversary vinyl album featuring music from the 1984 animated series this summer. The action continues on screen with Transformers: EarthSpark

and the franchise’s first-ever fully CGTransformers One, while the licensing space will see collabs from LEGO, Funko, Jada Toys, JLab, Mad Engine, Robosen, RSVLTS and Super7.

Fans can show off their love for the iconic roleplaying game Dungeons & Dragons –commemorating its 50th anniversary this year – with footwear and apparel from Converse, fashions from Reyn Spooner and BlackMilk and gaming accessories and collectables from WizKids and FanRoll, and enjoy the LEGO Ideas Dungeons & Dragons: Red Dragon’s Tale set, a fandesigned brick representation of the iconic table-top game. New features and immersion improvements on D&D Beyond are also expected, along with refreshed core rulebooks.

“At Hasbro, we see it as our purpose to create joy and community for all people around the world. Franchises like Peppa Pig, Transformers and Dungeons & Dragons make it easy to execute on this vision, as they connect generations of fans through imaginative storytelling, innovative play and immersive experiences,” says Marianne James, Hasbro’s vp licensed consumer products. “These milestone anniversaries serve as a true testament to the power and promise of these franchises. We look forward to celebrating alongside our fans with decades more of magic through play.”

Inset: Dungeons & Dragons is celebrating its 50th with a raft of collaborations with companies including Reyn Spooner.

The Gruffalo turns 25

Beloved family favourite The Gruffalo turns 25 this year and Magic Light Pictures is celebrating with a packed programme of activity across 2024. The modern classic has sold over 38 million copies in 107 languages and the Oscar-nominated film has been broadcast in 180 territories.

Highlights of the brand’s quartercentury celebrations include a new family party trail at 26 Forestry England sites country. Special birthday activities are taking place at other key sites, with Chessington and The Gruffalo & Friends Clubhouse on Blackpool Promenade joining in the fun.

Birthday surprises for Peanuts and Strawberry Shortcake

WildBrain properties Peanuts and Strawberry Shortcake are both hitting major milestones this year.

Peanuts’ beloved Beagle Scouts are geared up for their 50th anniversary celebrations and Peanuts Worldwide is celebrating the milestone in a variety of ways, having premiered the first-ever Beagle Scout Snoopy balloon during the 2023 Macy’s Thanksgiving Day parade.

Peanuts has also entered into a three-year partnership with the YMCA

A wide variety of anniversary product is due to launch this year across a range of categories, with Smiffys (partyware), Stickerscape (wall stickers), Danilo (cards and gifting), Sainsbury's (apparel), Pawprint (badges/patches) and Star Editions (cards/giftware) all marking the occasion. Additionally, anniversary packaging is being carried across all new product this year.

Magic Light’s collaboration with Macmillan Children’s Books, publisher of the bestselling picture book, will ensure high-profile activity throughout the year. The Gruffalo publishers have released special-edition copies of both The Gruffalo and The Gruffalo’s Child, along with new titles including pop-up and sticker books. In addition, a series of competitions and promotions with retailers and licensees will run all year round.

“It’s a perfect fit, since the Beagle Scouts and the Y are synonymous with outdoor fun and activities,” says Melissa Menta, svp marketing and communications for Peanuts Worldwide. “We will sponsor the Y’s annual Healthy Kids Day events across the country, and work together to provide greater access to summer camps.”

Inset: A new Gruffalo family party trail is taking place at 26 Forestry England sites across the country.

Bottom: Peanuts has entered into a three-year partnership with the YMCA.

Below:

The Beagle Scouts are also featured in content created for the Take Care with Peanuts initiative, which promotes good global citizenship, while a new animated series, Camp Snoopy, comes to Apple TV+ this summer.

The Beagle Scouts’ licensing programme includes figures, games, collectables and more from partners like Funko, Super7 and Squishmallows (Jazwares), along with multiple publishing formats from Simon & Schuster. Retail programmes and collaborations will continue throughout 2024, including Peanuts x Parks Project at Urban Outfitters.

WildBrain’s Strawberry Shortcake is celebrating its 45th anniversary in 2024 with new products and experiences. In collaboration with makers, bakers and creators, new fashion collections, edible treats, social content and artwork will be unveiled throughout the year, highlighting the various iterations of the brand over more than four decades. The anniversary festivities will champion bakers, artists and entrepreneurs showcasing their talents, spotlighting how Strawberry Shortcake serves as their source of inspiration.

In celebration of this milestone year, WildBrain CPLG has brokered deals for collections from both new and existing Strawberry Shortcake partners including A Leading Role, Boy Meets Girl, BoxLunch, The Loyal Subjects, Blank Tag Co, Cakeworthy and Glamlite Cosmetics. Fans are also invited to enter The Strawberry Shortcake 45th Anniversary Design Challenge in collaboration with Threadless.

Magnificent seven

It’s a busy year for Warner Bros. Discovery as 2024 marks over seven franchise anniversaries for the studio.

Iconic superhero Batman turns 85 this year while much-loved TV series Friends marks its 30th anniversary, with Warner Bros. Discovery promising activations and announcements for both brands later this year.

WBD is also holding a year-long celebration for the 25th anniversary of animated series The Powerpuff Girls, from Cartoon Network. The studio will celebrate the milestone with new The Powerpuff Girlsinspired anniversary products, TV programming, a social filter, digital experiences and promotions which promise to help fans around the world discover how The Powerpuff Girls are more than characters on a show – they are “an enduring symbol of sisterhood and self-respect”.

Other Warner Bros. Discovery brands marking milestone anniversaries this year include Gremlins (40), The Wizard of Oz (85), The Matrix (25) and The Polar Express (20).

Paramount marks SpongeBob and TMNT milestones

SpongeBob SquarePants turns 25 this summer, and to mark the occasion, Paramount is painting the world yellow with a global marketing campaign that gives fans the opportunity to ‘be a little more SpongeBob’.

The entertainment giant will be celebrating SpongeBob SquarePants’ optimism and positivity throughout 2024 through several global partnerships with iconic brands.

Operation Sea Change, a sustainable initiative launched in 2022, will continue to progress with a range of products.

Paramount is also celebrating the 40th anniversary of Teenage Mutant Ninja Turtles and the launch this summer of Tales of the Teenage Mutant Ninja Turtles, a new series from the same universe as the popular 2023 film.

Paramount will be serving the brand’s new generation of fans with experiential plans, retail marketing and global partnerships that will be announced soon. 2024 will also be about expanding Teenage Mutant Ninja Turtles’ ranges, especially around back to school.

After a slate of gaming integrations last year, including Roblox and Fortnite, a new game release with Outright Games – Teenage Mutant Ninja Turtles: Mutants Unleashed – is set to debut later this year. Furthermore, Paramount is sharing more brand content than ever before, including the comeback of the 1987 series on Paramount+ and Pluto TV.

Rebecca Jenkins, vp consumer products for Paramount Global, says: “SpongeBob SquarePants and the Teenage Mutant Ninja Turtles are beloved fan favourites, and we look forward to joining with fans across the world for a series of unique birthday celebrations.”

Elmer celebrates 35 colourful years

“Elmer has been a successful property for 35 years as everything we do comes from the original messages of friendship, acceptance and celebration David McKee placed at the heart of his original book,” says Paul Black, PR and brand director at Elmer publisher Andersen Press.

“We're celebrating this inclusivity throughout the anniversary year. We have new products coming, from big clothing ranges with a high-street retailer we haven’t been in for some time, to new toys and games with other licensees, as well as collaborations on interesting products such as jewellery, coffee cups and more. An anniversary can open those opportunities up and we’re keen to see a stepchange in terms of sales and retail footprint like we did in 2019 for our last celebration.”

In March, Elmer and the Patchwork Story was chosen as a World Book Day £1 book, selling more than 115,000 copies in a month. Additional activity to support Elmer’s anniversary includes celebrity and influencer outreach, the latest Elmer sculpture trail in Blackpool, a partnership with Gloworm Festival in August and a new theatre show in the autumn from Tall Stories

A limited edition version of David McKee’s Elmer’s Walk will go on sale exclusively in One Stop stores across the UK in aid of the charity Living Streets, ahead of Elmer Day on 25 May. Another Elmer charity collaboration, Alzheimer’s Research UK x OddBalls pants, is coming soon.

Minecraft thinks outside the blocks

Microsoft’s Mojang Studios’ Minecraft, the bestselling video game of all time, debuted in 2009 and has since sold more than 300 million copies worldwide across all platforms. What started as a game is now a platform and canvas for creative expression and an evergreen entertainment franchise.

This year, Minecraft is celebrating 15 years of gripping adventures, mind-blowing creations and a community that has left its mark on every block. Fans can expect fresh and exciting initiatives, including content, merchandise, promotions and new opportunities to interact with the franchise.

Continuing the excitement into next year, Mojang Studios in collaboration with Warner Bros. will launch its first live-action Minecraft cinematic production on 4 April 2025. The film, directed by Jarred Hess, stars Jason Momoa, Jack Black, Danielle Brooks and Emma Myers.

Federico San Martin, senior director of global consumer products for Minecraft, will be at Licensing Expo this May, looking for yet more opportunities to extend the Minecraft franchise beyond the game.

70 years of the King of the Monsters

With the critical and commercial success (not to mention an Oscar) earned by 2023 film Godzilla Minus One, the recent arrival of new movie Godzilla x Kong: The New Empire, and Apple TV+ series, Monarch: Legacy of Monsters, the pop culture icon is enjoying possibly the highest levels of awareness it has ever experienced – but there’s more monstrous fun to come.

This 3 November marks 70 years since the release of the very first Godzilla film, and brand owner Toho International Inc, the Japanese studio’s US-based subsidiary, is collaborating with both mainstream entertainment and subculture icons to bring fans new and exciting ways to connect with the one and only King of the Monsters.

Rocket Licensing is expecting interest in the UK licensing campaign to be further boosted by partnerships, fan activations and retail promotions as the star of the longest continuously running film franchise in history turns 70.

Left: Andersen Press is celebrating the inclusivity of Elmer throughout the anniversary year.

Inset: The first live action Minecraft cinematic production will arrive in April 2025.

A summer of success?

licensees across a number of categories to find out their expectations for summer trading, how sell-through is going in their respective sectors, concerns and what they are most looking forward to as Q3 approaches.

Mike Coles, group md, Blues Group

“We have seen a positive start to 2024 and sales to date have exceeded our initial forecasts by more than 40%. We are expecting this to continue into autumn and beyond. Our ability to create great designs is certainly a major factor in driving these sales.

It is still very early days, but initial sell-through on the majority of our brands has been excellent. Option count for all the divisions within the group have grown year on year and, with growing consumer confidence, our order quantities are much more significant. My only concerns for 2024 will be much the same as any other supplier or retailer and that is the extended lead times due to shipping from the Far East, which can be mitigated by sourcing closer to home or airfreighting goods in.

This year you can feel there is more energy and excitement at retail licensing. I believe the momentum will continue into the last half of the year and we will maintain growth, while also delivering the amazing designs we are famous for.”

Liam Taylor, head of partnerships and development, Rubber Road

“The movie studios will bring the content [for summer] and Despicable Me 4 stands out as being the big one that offers huge potential. We’re hoping that the feel good factor returns outside of what we do as well, with everything crossed for the Euros and Olympics giving the nation cause for celebrations.

It does still feel that consumer spend will be on considered purchases, so we just need to keep being relevant and introducing exciting products that grab the attention of the fans. Core fans will find the money when they see them as they won’t want to miss out.

As we enter Q3, less rain, more sun, global issues starting to be resolved and football coming home. Some of those are more likely than others!”

Simon Foulkes, md, Rainbow Productions

“In our world it’s not so much making ‘hay’ but making ‘play’ while it shines. The summer months are Rainbow’s busiest in terms of events with the profligacy of family festivals and events. From theme parks, family attractions and holiday resorts through to horse racing and outdoor events, entertainment is in tremendous demand and quality family time is not only required but expected. Consumers have never been so sophisticated in their demands for character-led entertainment.

Creativity is at the heart of live events and pushing the boundaries of expectations is not only self-fulfilling but, more importantly, driving consumer engagement. By Q3, we will already be preparing for Christmas activations including shopping centre and retail tours by festive favourites such as the Elves Behavin’ Badly, The Grinch and The Snowman. Rainbow exists to put smiles on faces and all the time we can achieve this, it’s job done.”

Right: Mike Coles, Blues Group.

Below: Liam Taylor, Rubber Road.

Bottom right: Simon Foulkes, Rainbow Productions.

Rachel Wyatt, brand director, Brands In

“Summer trading is an interesting one and obviously is heavily dependent on the weather. Festival season allows us to maximise our music rosters, bringing some classics back and we have high hopes this summer with the AC/DC Power Trip Tour.

There are a number of strong movies slated – our emotions will be running high with Inside Out 2, and the knives and claws will be out for the release of Deadpool & Wolverine. In the world of print on demand, summer also sees the launch of Halloween and that will lead nicely into Beetlejuice mania.

Sell-through is steady in our sector; we work on short lead times so can turn opportunities on quickly.

I am most looking forward to hitting our ambitious targets for 2024 – we have a compelling portfolio, great trading relationships and a solid road map for growth. It would be great if the economy could level off a little and give consumers a bit more disposable income and bring an energy back to retail.”

its music roster among others for festival season.

Hayley Maguire, creative and product development director, Character World Brands

“We are excited for the summer trading season; we have seen increased interest in the Summer Fun and Beach & Bath categories across EMEA and so we are looking forward to the launches of our towel and poncho ranges. It also marks the roll out of new autumn/winter ranges and we’ve got some fantastic new products launching to retailers in UK and Europe.

Like everyone, we are concerned about the current shipping challenges and the impact this may have if it persists, so we are encouraging retailers to book as soon as possible

Entering Q3, we are always looking forward to the towelling and summer ranges selling in and out, but especially this year with the launch of our new range of logo pegs and drinks clips which are a fun new addition to our product line-up.

Obviously, we’d like to see a successful Q3, setting everyone up for a buoyant and successful Q4, where we have more newness still to come with our recent acquisition of the Go Glow, ReadyBed, Hello Home and Pop ‘N’ Fun brands

Emma Vann, commercial director, Misirli

“As we start to reach the summer trading period, we are all hoping for some warmer weather to help drive sales of our seasonal products. We know that our key customers benefit from an uplift in sales when the sun is shining and we have some great new products on the way, from trainer liners to summer nightwear.

After a tough 2023, we are looking forward to the market being much cleaner, in terms of stock and to sales driven by exciting new launches. Whether that be new IP like Unicorn Academy and Wednesday, or entering the market with some of our portfolio of classic additions, such as Paddington. We will see refreshed product lines utilising our evergreen properties too. We hope that all of this, on top of our non-licensed ranges, will excite consumers and set the path for a strong second half of the year across our key products and retailers.”

Anthony Duckworth, md, Dreamtex

“We are looking to build on an already strong order book for this period which seems to be bucking the trend. If you have the right licences, retailers and consumers will back it whatever the market conditions. We expect a surge in excitement for our England range which will be filling shelves from May onwards.

Sell-through has been buoyant as new licences and new products have been launched for spring/summer.

Wearable fleeces and the launch of our Disney range is proving a winner at retail. Yes, there have been challenges in the supply chain, but with focused planning we continue to manage our customers stock requirements

Q3, which has already been planned, is looking incredibly strong as we onboard new customers and focus on a deeper product launch for our most successful licences. The early signs from product testing have been incredibly positive as we are working to bring new designs and innovation to our market. The quality of product is always important, and we are hugely excited to be launching the biggest licence of the year in Q4.”

Top: Rachel Wyatt, Brands In. Above: Brands In will be maximising

Inset: Hayley Maguire, Character World Brands. Left: Summer Fun and Beach & Bath categories have seen an increased interest, says Hayley.

Top: Emma Vann, Misirli. Above: Misirli will see refreshed product lines for evergreen properties.

Above: Dreamtex’s Disney range is proving to be a winner at retail.

Top: Anthony Duckworth, Dreamtex.

Aylish Ellwood, trade marketing manager, Enesco

“Generally the summer months are quieter than the first and last quarters of the year, however, we do expect trading to be steady throughout the summer as there are still many gifting opportunities. As numbers of domestic and international tourists increase, so does demand for our product relating to great British storytelling - Peter Rabbit and Harry Potterappealing to many as they wish to treat themselves or others while on holiday. In general throughout the summer, retailers are preparing for the all-important quarter four, visiting such trade shows as Harrogate Home & Gift in July

Sell-through, where products represent good value, has been good. At Enesco, we are lucky enough to be working with some huge brands from the likes of . In challenging times, instant recognition, trust, reliability, resilience, quality and good value - all the attributes we associate with great brands - become more attractive to the consumer.”

Toby Davies, commercial director, Steamforged

“While the tabletop industry experiences seasonal fluctuations, it tends to be less volatile compared to the toy industry, with performance often hinging on product launches that can generally be any time of the year. This summer we’re anticipating a good run with some exciting additions to our plug-and-play Epic Encounters role-playing product range, including some cracking partnership lines with other key roleplaying publishers.

I’m still concerned about how many products are being launched each year, and how long this can continue, I think we’re up to about 5,000 p/a not including the more mass games. The abundance means retailers are adopting a wide, but shallow approach which is great for the consumer in terms of choice, but harder for the publishers and distributors when it comes to sku bloat and stock risk.

Trevor Cash, director, Mad Beauty

We’ve made a strategic decision to reduce the number of launches this year and instead focus on amplifying our marketing efforts for existing products that are doing well in the market but could be doing a lot better with more attention vs it being sucked away moving from one launch to the next. I’m looking forward to seeing this strategy having paid off, putting us in a really strong position for Q4 and beyond.”

Toby Davies, Steamforged Games.

“Our expectations are optimistic based on the positive start we've had so far this season. We've onboarded new retailers and existing retailers are expanding their selections. This trend indicates a growing market, and we anticipate this growth to continue throughout the summer. Sell-through in our sector is showing resilience despite ongoing economic challenges. Historically, we've observed that well-designed products offering quality and good value tend to perform well under these conditions. People continue to and, in our sector, gifts have a significant feel-good factor that contributes to impulse purchases, which is a benefit for us.

an exciting time for us with new launches, licences and new properties coming into play. Entering Q3, we would like to be in a situation where our new product lines have been well received, generating buzz and excitement among our customers.”

Above: Stitch and Angel have settled themselves in to Enesco’s portfolio.

Above: Aylish Ellwood, Enesco.

Left: Trevor Cash, Mad Beauty.

Below: Mad Beauty says that sell-through in its sector is showing resilience.

Helen Johnson, product manager, Creme d’Or

“In the confectionery industry summer is always a difficult time to sell chocolate, especially once the weather gets warmer. Candy always sells better for us, highlighting the need to have a good all round mix of products in our ranges. With the everincreasing price of cocoa and the cost of living spiralling, we are often asked to look for a jelly alternative in order to keep retail prices low for the consumer.

With Christmas and Easter being the key trading periods for confectionery, we often find ourselves having to heavily discount to sell-through. Short shelf life is another one of our battles, especially when faced with high MOQs to keep costs low. I’m looking forward to launching some of our new licences later this year and expanding our ranges with The Grinch and the Natural History Museum as Christmas orders start to pour in.”

Richard Radford, head of licensing, Bioworld

“Bioworld International has been lucky to have grown as a business continually over the previous six or seven years, attributed in more recent times to our continued rollout into Europe

Like many other licensees, there have been delays in getting product into store due to the well publicised problems with shipping. Similarly, the costof-living crisis and lack of disposable income has had a knock-on effect particularly with confidence at retail, which has affected numbers for the first half of this year. However, due to opening several significant new accounts, we will bolster our summer business. We are quietly confident that business will be revitalised as the year progresses, with considerable upward trajectory, driven by additional product lines in new categories across some exciting licences as we go into Q3 and beyond.”

Above and left: Bioworld is working with some “exciting” licences going into Q3, says Richard.

Dominique Peckett, director, Smiffys

“Smiffys is looking ahead to the summer months. This year we’re expecting sales to be boosted as the Euros and Olympics begin from June. Nothing brings the country together quite like a global sporting event and as we’re seeing two of the major events coming up, we’re expecting a summer of celebration. Alongside this, we’re looking forward to another festival season, with our accessories, comedy and licensed costumes proving popular every year.

As the cost of living continues to put a strain on customers, this could be concerning for the industry. However, although we have seen a shift in purchasing habits towards accessories, our sales remain strong. We’re looking forward to a busy Q3, with supporters, festivals, hen and stag parties, Pride celebrations and summer holidays –there’s plenty of opportunity for fancy dress fun.”

Mike McGillion, VP of sales in EMEA, Disguise

“Summer is where our customers build their ranges and plans for launches for Halloween, Christmas, Carnival and World Book Day dependent on region. This time is also used to plan retail execution and marketing initiatives.

Sell-through remains consistent on our key brands and very strong within regions where we’ve been expanding –Eastern Europe is very strong as the consumer is given more access to our categories. Main concerns are around conflicts continuing in the Middle East and disrupting trade, particularly if they expand.

The ideal situation [entering Q3] would be for conflicts to be resolved and trade normalised. We are looking forward to the content from our licensing partners hitting the consumer, driving pull-through at retail.”

Top: The Grinch will be among Creme d’Or’s new licences later this year.

Right: Dominique Peckett, Smiffys. Below right: Smiffys is looking forward to a busy Q3.

Right: Helen Johnson, Creme d’Or.

Above: Sell-through remains consistent on key brands at Disguise.

Right: Mike McGillion, Disguise.

Norman Thompson, md, Imagine8

“We are optimistic about this season's opportunities as we approach the summer trading period. Our expectations are grounded in our planning and understanding of the market dynamics.

We have been witnessing a positive trend within our sector Helped with our diverse portfolio spanning various product categories and partnerships with the world's leading licensors, has positioned us well to meet the market's demands. Despite the global challenges the retail industry faces, our team's agility and the strong relationships we have built with our partners have allowed us to maintain a robust sell-through.

A concern remains on the unpredictability of the market, especially in the context of global economic fluctuations. However, we are committed to staying ahead through market research, trend analysis and close collaboration with our partners.

We are looking forward to launching new products and campaigns in development. These initiatives reflect our commitment to innovation and excellence and will significantly contribute to our success in the upcoming quarter.

We look forward to a productive summer trading period and are eager to continue building on our successes as we move into the latter half of the year.”

Lisa Shand, md, Blueprint Collections

“Back to school goes live over the summer, so we are hoping for a strong sell-through which will lead to good opportunities and listings for the autumn/winter season. Current sell-through is in line and in some areas ahead of expectation. The two areas of concern are the continued costof-living crisis and shipping delays and costs due to events in the Red Sea.”

Fran Hales, head of marketing and portfolio, Rubies Masquerade

“Summer for the dress-up industry is often seen as a bit of a lull or quieter period; however, we see it as an exciting opportunity for growth by focusing on celebratory events including summer festivals, Pride and even stag and hen dos. One range we often see peak in summer are the adult Teletubbies styles, which prove extremely popular with consumers. It’s why we are now looking to expand the product offering and advise our customers to contact us for more details on how they can be the first to stock our new ranges.

Sell-through is still going strong - while we acknowledge the amount of stock out there and economic challenges, we ensure our product proposition is strong and cost effective. Even with shipping challenges, we have successfully navigated the issues to make sure our customers can get products their consumers will love at an even better price.”

Ashley Holman, md, ToyTopic

“We are launching a number of outdoor products this summer under the Hasbro Games licence as well as Nerf Super Soaker. As ever, the weather will play a crucial role in the sellthrough, so we’re hoping for a nice sunny summer.

Currently, sell-through is strong. We are fortunate to have a number of must-have licences including Hello Kitty, PAW Patrol and Sonic among others. This is dividends as the brands remain in demand by consumers.

As we move through the year, we’d love to see freight costs come back to where they should be rather than where they are now. This will help us, particularly in our lower cost product ranges.”

Right: Ashley Holman, ToyTopic.

Above: Hello Kitty product is in demand for ToyTopic.

Above: Fran Hales, Rubies.

Above: Norman Thompson, Imagine8.

Above: Lisa Shand, Blueprint Collections.

BESTIE! NEW YOUR MEET

Simon Waters, president of

Insiders, explains why discoverability is the

The needle in the IP haystack?

World Builder, and

breakout presentations - that there are currently over 6,000 kids IPs fighting for space. Space at retail, space on shelves, space in kid's bedrooms, space on screens… maybe even space in space. You name it, there’s a kid’s IP fighting for it.

I scratched my head and raised an eyebrow. I knew it was a lot, but… 6,000? Really? For a minute, I almost said it’s more IP than I’ve had hot dinners. But I’ve had more than 6,000 hot dinners - I worked it out.

You’re effectively showing up to perform at a concert that’s full of empty seats.

Discoverability, then, is the lifeblood of the licensing deal.

Whether that number was real or was simply misheard remains to be seen. Either way, it’s a heck of a lot. We all know that kid's IP in particular, is a crowded market.

But it underlined to me one of the biggest challenges all IP owners face – discoverability.

Whatever category, industry or segment you are in today, being discoverable is, hands-down, one of the most important brand story and marketing execution questions you must pose and answer.

Because if you don’t and can’t, then nobody will find you.

If you can prove that someone will find you, how they’ll find you and why, you’ve given credible potential to a marketplace for licensing. As licensing professionals, we sometimes forget that we facilitate, build and create marketplaces. Every time we sign a licensing deal.

I remember taking Hasbro into the fashion business for the first time. Nobody in my company had used the words ‘fashion’ and ‘toys’ in the same sentence before. “What’s fashion?” they said, “I thought you licensing folks called it softlines and tshirts and such?”.

But closing the Elle runway fashion show in NYC with Monopoly, showed that licensing is simply the business model for new market creation. That’s the beauty of what we do.

At Licensing Expo 2024, we’ll be walking the lush and vibrant IP gardens, not so much looking at characters, content and brands, but markets in the making. And I know it’s going to look great. We know how to put on a show.

But we should always remember, it’s a walled garden, perfectly potted into PowerPoint. It’s a show that’s by default, absent of the very people we are looking to attract – the consumer. It’s easy to forget that they are, quite simply, the only people that count. Or to put it more bluntly, the difference between the ‘ker-ching’ of a royalty

Inset: Simon Waters

check or the uncomfortable negotiation for royalty relief.

Your brand needs to be discoverable.

Buy-side or sell-side, I thought it would be helpful to pose a few questions and thoughts below to help answer the question of discoverability as you shake out all the wares. It doesn’t matter if the IP is rooted in entertainment, consumer brands, patents, trademarks or the whole shebang, the fundamentals of discoverability remain the same.

1. If it’s a pre-existing IP, ask what problem it solved for the audience it first attracted. Answering this question prompts me to think about how I could translate the why of that product into new experiences.

2. If there is an existing audience, how engaged is it? Answering this question helps determine passion. Brands without passion don’t translate. I’ll take 2,000 people engaging deeply with a brand on Reddit over a paid ad campaign any day.

3. Is this brand on YouTube? Regardless of whether it’s a kid’s IP, a museum, an old trademark or a carbonated drink made from every organic ingredient under the sun, answering this question tells me two things: if it doesn’t exist on YouTube, then the world doesn’t care, or the world doesn’t know it needs it yet. I love a bit of the latter.

4. If it’s a new IP, does anything remotely similar exist today? If not, then that could be a market gap, so tell me what problem it solves. If something similar does exist today, that’s okay, just show me how this solves it better. I love competition, real or perceived.

5. What’s your story? What does your brand do to make me want to follow it?

Answering this question forces thinking like a consumer, not a marketer. I want to know how you speak to my heart and my head and get me to take action, not how much marketing speak you can generate.

Everything in life starts small and undiscovered, like needles covered in hay. In our industry, finding those needles can be hard. Sometimes, of course, they’re obvious. They look like Barbie-sized pink haystacks rather than needles. But oftentimes, even with a franchise juggernaut, understanding how the product, offer or service will be discovered, is fundamental to our shared success.

We shouldn’t expect consumers to find our needles. That’s the job of the smart marketers and the smart licensing professionals who ask the right questions.

Happy haystacks all.

Inset: If the brand doesn’t exist on YouTube, then the world doesn’t care, or the world doesn’t know it needs it yet.

Inset: If nobody can find your brand, then you’re effectively showing up to perform at a concert that’s full of empty seats, says Simon.

Monster

smash

They’re quirky, they’re creepy and they’re shaking up the licensing space… LSB lifts the lid on Fuggler, a plush brand with a disturbing difference.

With their unique and unconventional designs, Fugglers – funny-ugly monsters – offer a level of quirkiness that sets them apart from other toys. Originally created in 2010 by writer and artist Louise McGettrick, who crafted the delightfully disturbing characters with human-like teeth, vacant eyes and a signature ‘Butt-on’ Hole, the brand was acquired by Spin Master in 2018 and is now back in the UK with a vengeance under the stewardship of Libertas Brands.

Fugglers are available in over

200 different variants, with OG characters including Sketchy Squirrel and Gaptooth McGoo given fresh – and spinetingling – twists in ranges such as Laboratory Misfits, FuggGlow and Fart Face Fugglers.

“The brand is competitively priced to drive collectability, with different themes and characters offering constant newness,” explains Libertas Brands’ ceo Mark Kingston.

“Our fan base is very broad. The brand resonates with older kids [8+] and teens as well as adults; 60% of our consumers are female and 60% are kidults.”

Fuggler enjoys a strong retail presence in

Inset & below: Fugglers are available in over 200 different variants. Below: Mark Kingston, ceo, Libertas Brands.

and

the UK via The Entertainer and TheToyShop.com, while the creepy creatures are, in Mark’s words, “currently escaping into Tesco stores across the country”. The overseas market is also robust, with 1m units sold in Australian branches of Kmart. “We are seeing huge success in every market we have launched in, most recently in Japan, China and in the US, where Walmart saw Fugglers fly off the shelves,” says Mark.

Last year saw the successful launch of the brand’s first licensed collection, Teenage Mutant Ninja Turtles Fugglers, in partnership with Paramount. More recently, the brand dropped SpongeBob and Patrick Fugglers, causing a sensation among the brand’s passionate –and growing – social media following (on Instagram, Fuggler has over 90K followers - a figure that grew 600% over 30 days from March–April - with an engagement rate of 6.38%.)

– ‘Fuggler Business’ – featuring the Fugglers as bosses, causing chaos in the lives of the humans who work for them. 90 three-minute episodes are planned over the next 12–18 months, while Blue Zoo is also creating multiple 2D animated parodies for Instagram, TikTok, YouTube, Meta and X.

Also online, a partnership deal with Blue Zoo Productions has resulted in the creation and launch of the first six episodes of a YouTube liveaction series, with the initial three-minute episodes

Fuggler is expanding into additional toy categories with the recent announcement of a collectables range from PMI. “In the licensing sphere, our partners at Sinco Pets have developed a fab range of pet toys and accessories and we will soon be announcing partners in the apparel, accessories and footwear categories, and are actively pitching for homewares, stationery, CPG and promotions,” says Mark. “Plus there are more licensed collaborations to come throughout 2024 and 2025. Watch this space. Or should I say, watch your backs?”

Inset: Fuggler monsters are sought after by a broad spectrum of fans, from kids and tweens to kidults.

Below

bottom: A partnership deal is in place with Blue Zoo Productions for a YouTube live action series.

fashion sales, through to high profile collaborations, LSB rounds up just some of the latest news from the high street and online.

Mango teams with Victoria Beckham on new capsule

Fashion retailer, Mango has teamed up with Victoria Beckham to launch a new capsule collection.

Arriving in April, Victoria Beckham x Mango has been designed by Victoria and reflects the essence of her eponymous label – considered to be a blend of classic British luxury with a subtle contemporary twist – as well as the shared values of both fashion brands.

The new collection – which coincides with Mango’s 40th anniversary – is the latest in a series of collaborations with other brands, artists and talents including SIMONMILLER, Camille Charrière and Pernille Teisbaek.

Mango’s collaboration with Victoria Beckham is part of the new Strategic Plan 2024-26, which aims to generate total turnover of more than €4 billion by 2026 through a differentiated value proposition, strong expansion drive and improving sales in existing stores and online channels.

Store fronts

George delivers strong uplift in fashion sales

George at Asda saw soaring growth in online and instore fashion sales over the sector’s latest six monthperiod, significantly outperforming the market and cementing its position as one of the UK’s largest and most successful fashion retailers.

The strong performance of the brand – the third largest fashion retailer by sales volume in the UK, ahead of high street and supermarket peers – reflects George’s ongoing focus on style, quality and value.

George grew online fashion sales by value by 13.4% over the 24 weeks to 3 March 2024, according to Kantar – representing a huge outperformance to a 2.1% increase across the wider market.

George also outperformed the fashion market in Asda’s stores. Its fashion sales by value in-store rose by 5% over the 24 weeks, compared with 0.7% across the market. George’s in-store fashion sales volumes growth of 1.1% streaked ahead of a sharp 5.5% fall across the sector.

Demand and growth in the last six-month period is reflective of the investment into our teams, product and channels as we reinvigorate our brand and focus on understanding what our customers need and value,” said Liz Evans, md at George

The George Home business continues to grow with the exclusive Stacey Solomon range and online being key drivers. Divisions driving the growth are home textiles, home fragrance and electrical appliances.

Inset: The George at Home business continues to grow with

Above: Victoria Beckham x Mango has been designed by Victoria and reflects the essence of her eponymous label.

H&M Home reveals second Pantone collection

H&M Home has unveiled its second collection with Pantone, using two colour palettes – Zesty & Fresh and Sweet & Juicy – playing with the idea of flavour, taste and hues.

The collection is focused on food serving and food storage – from serving bowls, placements to footed trays, as well as also including fragrant scented candles in an array of colours.

The new capsule looks to continue exploring how colours affect our surroundings, interiors and mood. Sweet & Juicy uses spicy red and strong orange colours, while Zesty & Fresh focuses on green, a fresh lime and bright yellow.

“For this second edition, we have explored the connection between food, taste and colour,” explained Evelina Kravaev-Söderberg, head of design and creative at H&M Home. “We hope this collection featuring specifically curated Pantone shades will make for a bright addition to our customers table settings.”

Lush ‘ogre the moon’ with latest collab

Lush’s latest licensed collaboration has seen it teaming with DreamWorks Animation’s Shrek franchise for a collection which celebrates everyone’s ‘inner swampy self’.

Greeting cards trade reacts to Cardzone-Clintons deal

Inspired by Shrek’s journey from a self-loathing to a self-accepting ogre, the range aims to bring joy and Shrek’s irreverent humour to the worlds of beauty and wellbeing.

The range features Get Out Of My Swamp shower slime, Shrek Swamp bath bomb and Fiona shower gel, complete with new and exclusive fragrances, as well as returning favourite scents for Gingy bubble bar and Donkey bath bomb

“I love how Shrek is a family film I enjoyed when I was in my teens and now my own teenager loves all the meme culture of Shrek today,” said Melody Morton, creative concepts director at Lush. “It’s a classic film that celebrates self-love and was an obvious fit for a Lush collaboration. It’s earthy and fun and perfect for some swampy self care.”

Primark marks 50 years of Hello Kitty

The greeting cards industry has reacted positively to the acquisition of Clintons by Pillarbox Designs, the parent company of Cardzone. The deal sees Clintons 163 trading stores join with Cardzone’s 180 stores to form what Paul Taylor, founder of the family business is proud to describe as “now the only national specialist chain selling quality cards.”

Reactions to the deal were gathered by LSB’s sister title PG Buzz from across the business.

Daniel Prince, md at Danilo, welcomed the “fantastic news”. He said: “I know how hard Paul has been working to get the deal completed, so it’s great that it finally happened. Clintons is a massive part of UK greeting card history, and a strong brand that’s now in safe hands with Paul and the Cardzone team.”

Graeme Karavis, group md of Hallmark UKI and ANZ, said: “We see this as very good news for the industry. Jobs will be protected, it supports the high street and, most important of all, it provides access for consumers to great greeting cards. Paul and the team have a track record of success and we look forward to supporting him in growing the business and differentiating his proposition from the grocers.”

Primark has teamed up with Sanrio on a new collection inspired by Hello Kitty

The collection is part of a new strategic partnership between Primark and Sanrio and celebrates 50 years of the pop culture icon. Featuring over 100 items across womenswear, kidswear and homeware, the entire range aims to embody the timeless charm of Hello Kitty.

From cosy loungewear to playful accessories, each piece of the extensive range is infused with the signature kawaii style of the character. Items include graphic tees, nightwear, collectable bags and more. To celebrate the collection, Primark has also launched the Hello Kitty Café in select locations across the UK.

“Hello Kitty has been a cultural phenomenon since her debut in 1974, captivating hearts around the globe with her cute aesthetic,” said Sarah Jackson, director of licensing at Primark. “At Primark, we pride ourselves on our extensive license offering and we’re thrilled to reveal our new collection, marking another exciting chapter in Hello Kitty’s enduring legacy.”

Above: The deal sees Clintons 163 trading stores join with Cardzone’s 180 stores.

Right: The new capsule explores how colours affect our surroundings, interiors and mood.

Above: The limited edition range celebrates everyone’s ‘inner swampy self’.

Below: The Hello Kitty Café is available in five Primark locations across the UK.

Golden

As WildBrain gears up to celebrate its 50th anniversary, Maarten Weck, evp global partnerships and licensing, reflects on the reasons for the company’s longevity and the strategic moves that are future-proofing the business for many more years to come.

0 years is a significant milestone for our company. Over recent years in particular, there has been almost constant change and consolidation affecting every part of our business, and those of our licensors, licensees, retailers and agents. That is why adaptability is so important in WildBrain’s set-up. We are always pivoting and making sure we stay top of our game. Having a global reach helps, as our flexibility doesn’t stop at the border.

We are constantly evaluating and being innovative, creative and inwardly constructive in order to manoeuvre in the current landscape. The role of a licensing agency has changed so much over the past five to 10 years; there are many more elements that need to be considered and so many more tasks that licensors are placing with the agent. Consequently, we have seriously invested in our systems, and will continue to do so, in order to automate a lot of the labour-intensive data collecting, crunching and reporting so that bandwidth is created to focus on other important tasks.

is our WildBrain ecosystem. We have in-house capabilities across content creation, audience engagement and global licensing. This means we can offer 360-degree franchise building opportunities as well as tap into valuable audience insights, which gives us an edge as a partner.

Our ‘glocal’ approach is something we firmly believe in, and it is embedded in everything we do. The challenge is to maintain a balance between overarching global strategies and operations and adapting to

Deepening partnerships

In addition to anniversaries, we are also developing the first ever global licensing programme for Supercell’s The World of Clash, the mobile gaming franchise that includes Clash of Clans, together with its hit spin-off game, Clash Royale.

With gaming brands in popular demand, powerhouse IPs like the World of Clash, where the number of players is growing daily, means they are set for long-term consumer products growth.

Inset: Maarten Weck, evp global partnerships and licensing.

Inset: WildBrain’s Strawberry Shortcake is marking its 45th anniversary this year with a host of new partnerships already announced and more collaborations in the

Below centre: Gaming brands like Supercell’s The World of Clash are set for long-term consumer products growth, says Maarten.

LBE expertise

LBE is booming due to consumer demand, and the area is growing beyond theme parks. We are seeing significant growth in smaller, more accessible locations such as shopping malls, where consumers can experience their favourite brands in a fun and interactive way. We were ahead of the curve in our planning to set up a solid LBE division within WildBrain CPLG over two years ago. We hired Evi Sari, our vp of LBE, and she is growing a team to manage our LBE business, for our owned franchise brands and a select group of third-party brands.

Our aim is to be a full-service LBE partner, meaning not just closing the deal, but managing the build, the opening and the post-opening of the location and experience, in order to give the consumer a best-in-class brand experience.

local culture and dynamics.

We’ve also heavily focused on our partnerships and creative services teams over the last few years. Our partnerships team is an important central contact for licensors as it also oversees the global and local strategies and ensures budgets are kept in check. This group is spread across our international offices to ensure it reflects local and regional points of view. On the creative services side, we now also have a team of designers in place internationally to ensure regional and local tastes and customs are addressed. Combined with our other functions such as legal, finance and operations, our commercial teams on the ground are in the best possible position to drive global, regional and local deals that fit within our overarching global strategy.

Growth in APAC

In the last two years we have opened seven offices across Asia, in Shanghai, Singapore, Bangkok, Manila, Seoul, Taipei and Mumbai.

As well as our own milestone birthday, this year we’re celebrating some significant anniversaries for our own franchises, such as Strawberry Shortcake [see page 23], and those of our clients, including Playmobil’s half-century. Expect more news to come on a host of creative collaborations, promotions and consumer products.

In Ben Peace, our vp APAC, and Benjamin Bao, vp Greater China, we have two skilled leaders in the region. They have been building their teams and capabilities and we now have 40 people driving business there. In both Greater China and APAC, we have seen meaningful growth, laying the foundations of significant brand engagement from a consumer products perspective as well as from a marketing and halo point of view. The support they get from our partnerships team has been integral to getting it right and making sure the regional activity underscores global strategies. Since we launched in APAC and China, we have forged major retail relationships with the teams, ensuring integral and successful brand statements are made in this important area driving consumer engagement. We are now moving our focus to brand diversity and best-inclass executions, prioritising quality over quantity.

Inset: Playmobil turns 50 in 2024, and WildBrain is looking to unlock the next tier of territories for the brand.

Inset: WildBrain is onboarding partners in APAC and EMEA for Peanuts’ 75th birthday celebrations next year.

With offices across the globe and a worldwide supply chain, the Bioworld group has been a leading player in the licensed apparel and accessories sector for over 20 years. LSB chats with Richard Radford, Bioworld International’s head of licensing, to find out about the company’s rapid European expansion programme, and the “points of difference” that keep the pop culture specialist ahead of the competition.

It’s a fan’s world

“Most licensees say they’re design-led and innovative. Not many can back it up, but we can,” states Bioworld International’s Richard Radford. “We have well over 200 designers across the globe, and they're all category specialists in their genre. Our bag designers will only work on bags, headwear designers only work on headwear, and they really push the boundaries within their specific category.”

Bioworld operates across a vast range of categories, from apparel to hair accessories, jewellery, stationery, drinkware, gifting, footwear, innovative product like Bluetoothequipped water bottles, and much more. The sheer breadth of its offering gives the company a huge advantage in the retail stakes, Richard explains.

“Because we offer such a wide range of product, we work with a

got just one interpretation and consequently your on-shelf display is going to look sharper and have much greater store presence.”

Another of Bioworld’s strengths is fast fulfilment. In 2017, it famously delivered a range of Love Island t-shirts in super-quick time for Primark, with product arriving on-shelf just nine days after the retailer’s initial enquiry.

“We did over 200,000 units in just two weeks,” recalls Richard. “It’s a big statement but no one else in the world could have delivered that product in those quantities, that quickly.

“Our advantage is that we share our HQ with our sister company, N J Screen Prints [in Hinckley, Leicestershire], and can harness their state-of-the-art capabilities,” Richard continues.

“We manufacture and print here on site; we’ve also got a wash plant and dye house, and we can even do embroidery. Everything that we have here is scalable.

“I'm not sure anyone else can offer what we can from this one building.”

The company is currently in the throes of a rapid European expansion programme, which has seen it invest significantly in its team across the region.

Bottom: Bioworld’s Heroes & Villains offers fans a deep dive into fictional worlds through premium apparel and accessories.

Below: Richard Radford, Bioworld International’s head of licensing.

“Do we deal with every retailer in Europe that we can do at the moment? No, but that is changing on a weekly – almost daily – basis,” Richard says.

New hires at the company’s European HQ include Bruce Wattie, who recently came on board in the role of licence acquisitions and development manager to bolster the licensing team; Ben Woodman, who is leading the charge in homewares and gifting, and head of creative Ruth Hamilton-Rice.

“Ruth is very forward-looking, and we’re planning further ahead than ever, fashion-wise, and seeing what future trends we can jump on to fit the licences we are going after,” says Richard. “When it comes to trends, we can also tap into intel from the US, because new genres often break in the US first. For example, around six or seven years ago, I was given a shopping list of a dozen or so anime properties to sign, before the genre really blew up here. We will never lose sight of how fortunate we are to be in that position because we are now, by some considerable distance, deemed the anime supplier to the main high street retailers in the UK, and also a very prominent player across Europe, even though that’s a much more established market.”

Unsurprisingly, Bioworld International works with some of the biggest brands on the planet, from Harry Potter to Minecraft, as well as home-grown properties. UK-only deals include daywear, nightwear and accessories for Brewdog, and a partnership with TV hit The Traitors, for adult and kids’ daywear, outerwear and loungewear. Richard and the team, however, are always scouting for new opportunities.

“In the licensing world, everybody’s going after the Sonics and Pokémons, but we’re actually branching away from that to create a point of difference, both in terms of product and design, but also the type of licences we’re working with. For example, we’re

looking at some of the new sports that are emerging, to see if they might shape the type of licences we go after.”

Other innovations are happening in e-commerce. In the US, Bioworld has built out a DTC strategy under three separate brands – Atsuko (anime and Japanese culture), Dumbgood (streetwear), and Heroes and Villains (Marvel, DC, Star Wars and more) – and is looking to launch them in the European market later this year.

“I’ve said it a few times before, but on a personal level I'm as excited or more excited now than I was when I first walked through the door seven years ago,” Richard says. “From a turnover and distribution point of view, the potential is staggering, and we’re just starting to realise some of that potential with what we’re doing now with the bigger retailers across Europe.”

Above: US direct-toconsumer brand Atsuko takes inspiration from anime and Japanese culture.

Inset: Streetwear and pop culture intersect in Bioworld’s lifestyle retail brand Dumbgood.

With under six years left to hit the 2030 goals detailed in the 2015 Paris Accord, industry as we know it is about to be turned on its head. Here to help navigate and thrive, Products of Change and its community couldn’t be more ready for it.

Reaching the ‘2030somethings’

It was late March when the LEGO Group took the lead on a special Products of Change members only webinar to relay the latest efforts of the United Nations in drawing up a far-reaching and industry-changing treaty on the global plastics pollution crisis.

Fresh from having journeyed to Nairobi to take part in the third round of Intergovernmental Negotiations by Committee (INC-3), Louise Smith, the LEGO Group’s environmental policy lead was keen to share her findings. And those findings proved to be incredibly insightful.

The trip was LEGO’s chance to bring our industry to the table and its voice to the chatter as leaders, representatives and NGOs from across the world gathered to thrash out a legally binding plan on how to deal with our plastic pollution problem.

The UN’s aim is to have a Treaty in place by 2025 that will address everything from the production of plastic (both virgin and recycled) and its consumption, to the endof-life processes and the need to move to circular economic models to abate the growing crises around pollution, both on land and in the ocean. Whatever comes out of this is going to change the landscape of industry forever. Lucky then, is Products of Change to have not one, but two, insiders ready to relay insight as discussions develop. POC’s own Advisor and Ambassador for the Circular Economy, James George has been among the small team at Oceans Plastic Alliance responsible for leading the UK’s stance at these discussions – which is a rather weighty string to the POC bow.

Inset: POC Ambassadors, Mike Swain and James George join Helena MansellStopher for a sustainable legislation update at Autumn Fair 2023.

Below centre: Helena delivers an educational session at Spring Fair 2024.

Bottom The extended POC team: James George, Rob Hutchins, Andrea Green, Helena Mansell-Stopher, Julia Redman, Nicola Webster and Heidi Florence all smiles at BLE 2023.

At the vanguard of change

This is all part of Products of Change’s own strategy to be at the forefront of industry change. If, in previous years, the focus has been on building the network and resource centre while encouraging sustainable development across the global brand and licensing industry, this year – 2024 – is all about action.

And boy, have we come out swinging. With just six years left to reach the 2030 goals laid out in the 2015 Paris Agreement, this is the year in which things get real. And we are more than ready.

Products of Change came charging out of the gate with the launch of a new online platform boasting a look and feel better representative of the dynamism of the global brand and licensing industry and a revamped members area devised to connect them to the community, the resources, education and individuals at Products of Change faster and more seamlessly than ever before. And the timing is crucial.

Reinvesting in the POC community

But this is just one of many incoming pieces of legislation. There’s also the Corporate Sustainability Reporting Directive, the (similarly named) Corporate Sustainability Due Diligence Directive, the EU’s Nature Restoration law, Design for Recycling regulations, the UK and EU’s own Green Guides as well as other bits and pieces – such as Right to Repair – that are currently floating around the European Parliament.

Being armed with the right knowledge at the right moment is going to be business critical over the next few years. And Products of Change is primed to help. Regular workstreams, webinars, working group meetings, information-sharing sessions and networking events are all going on across the Products of Change platform and its community –even while you read this now - as we continue a collaborative mission to transform this global, juggernaut of an industry into something positive and more sustainable.

At the end of 2023, Products of Change’s Membership Organisation officially became a notfor-profit seeking to reinvest into the membership community and the creation of member resources, education and networking opportunities both inperson and online for the brand, manufacturing and retail industry.

“Since the launch of Products of Change back in 2019, we had the ambition to build a community hub which could connect, educate and enable real innovation sharing across the sustainability community and the global brand, retail and licensing industry,” says Helena Mansell-Stopher, ceo and founder of Products of Change.

The world of business is staring into the eye of a storm of legislation set to turn its current landscape completely on its head. In fact, it’s already begun. By now, businesses ought to be collecting data across all their packaging, including materials used, weight, amount, recycled content and material recapture schemes in place. It’s the first step in the gradual introduction of the UK’s own Extended Producer Responsibility tax. It's anticipated that by mid-2025, the EPR’s financial obligations are going to start kicking in, which could mean some hefty bills for those not actively across this.

“This year, that has all become a reality with the launch of the new site. And, with the community enjoying its new not-for-profit status, 2024 is going to be a milestone year for the industry’s sustainability journey.”

To become a part of the industry’s sustainability story, get in touch with the team at Products of Change today via Rob@productsofchange.com or Helena@productsofchange.com. Designing the sustainable industry of tomorrow starts today.

Top: Wear and Back Again: Helena delivers a talk on the innovators turning waste into product at Spring Fair 2024. Inset: Dayrize ceo, Austin Simms gives a keynote talk at POC’s first in-person member meet up of 2024.

Seminal is a trailblazer in art copyright technology, offering a unique AI-driven platform for artists and estates to protect and monetise their IP as well as a way to streamline artist-brand collaborations. LSB catches up with founder and ceo Ward Williams to find out more.

Art of the matter

The digital age has made art more accessible than ever – but also more exploitable. That fundamental problem is one among many that Ward Williams is on a mission to fix via pioneering art copyright platform Seminal.

Ward’s big idea was to revolutionise art licensing with a digital copyright register that makes art easily available to the world while ensuring artists are rewarded for their work. Once an artist, estate or gallery uploads their work and verifies their copyright with Seminal, they gain access to industry-first services: AI-powered infringement detection to fight image theft, consumer product licensing opportunities via Seminal’s artist discovery platform, and passive licensing opportunities through Seminal’s enterprise network.

“So many music stars have sold their IP rights and song catalogues – Justin Timberlake, Bob Dylan, Whitney Houston, to name a few. But no living artist in history, and very few artists’ estates, have ever done the same,” he explains. “When an artist dies, their IP effectively goes into the metaphorical attic and gathers dust.”

“In effect, the platform is creating critical copyright infrastructure for an industry that has typically lagged behind music, film and literature,” says Ward.

Seminal’s platform is home to a growing number of artists, including big names whose works sell for millions of dollars, as well as young artists like Mexican illustrator Gawx, who has 2.5m social media followers. To keep pace with its rapid growth, the company recently hired licensing expert Ian Woods, formerly of Warner Bros. Discovery, as head of consumer product licensing.

Ward says: “Not only has Ian brought with him all his licensing knowledge, but also

Inset: Artists on the platform include Marwan Shakarchi, who collaborated with Nike Air Max in 2015.

Below: A work by Mexican artist Gawx.

his close links with licensing agents that he’s worked with over decades. They are coming on board with great enthusiasm, because Seminal offers them an incredible point of differentiation. It’s unique to have a global roster of artists to take to manufacturers and retailers.”

The rest of the Seminal team comprises around 50 people, based in Melbourne, LA, Miami, New York, Sri Lanka and India, with staff in India developing the software and experts from the University of Melbourne focused on artificial intelligence and algorithms.

“The fact we’ve built the platform gives us some major advantages,” says Ward. “We’re effectively collecting the global catalogue and gaining deep insights about artists, so one of the things we can do for licensees, ad agencies and our own appointed agents is qualify the artist’s audience, and align that to a specific brand, depending on what they want to achieve with their campaign.

“Let’s say a brand wants to grow its market in Chile. We can find them the five best illustrators, the best five street artists, the best five sculptors in that region. And because we have the media ‘on tap’, we can then turn around and execute a licence at speed. One of the other big value-adds when it comes to licensing is that with Seminal, licensees and brands sign just one contract. To add additional artists and media in future, they just need to sign a simple amendment to that contract, which can save them thousands in legal fees.”

Seminal is fast establishing itself as a “one stop solution for art”, Ward asserts.

“We work with brands and manufacturers directly, but we’ve also appointed licensing agents in virtually every major economy. In addition, we’re also

developing our business to work closely with ad agencies, to help them craft campaigns for brands.”

Seminal works with most of its artists on a non-exclusive basis, and on an exclusive basis for a smaller selection. However, for a select but growing group of artists and estates, it is effectively becoming both licensor and brand owner.

“We’re saying to these people, look, you've done nothing with the IP for X many years, give us the IP and we’ll create a brand that elevates and transcends the copyright. We’ll create a digital and social presence for you and provide marketing and PR material, and trademark your work. So, effectively, we’re building an exclusive brand stable with artists that would otherwise be forgotten. It’s a really rewarding part of our job, to be able to help rejuvenate an audience or find completely new ones, and share artists’ stories.

“There’s nothing like Seminal in the world,” Ward concludes. “And if you’re looking for an art licensing collaboration or campaign, you won’t find a better solution.”

Rippl x Bayley Mifsud

One of Seminal’s current licensing deals making waves on social media is a partnership between Australian water brand Rippl and Bayley Mifsud – aka Merindah Gunya –an Indigenous artist from South West Victoria. Her decorated cans for Rippl’s Artist Series are currently available online and the brand is set to be on shelves in Australian branches of 7-Eleven by mid-2024.

“Rippl are paying Bayley a royalty on every can that sells, so we’re excited to see where this goes,” says Ward. “Seminal is close to signing a raft of deals across other categories. I can’t reveal details yet, but think high end fashion, handbags coming out of Europe, homewares coming out of South America…”

Inset: Ian Woods joined the company as head of consumer product licensing.

Inset: Jon Gray (2022) by Otis Kwame Kye Quaicoe.

Inset: DreamLand (2022) by Sofia Castellanos.

LSB sits down with Anna Clarke, svp of Global Licensing Group, to talk all things Licensing Expo.

mood in the camp was buoyant.

There will be over 300 exhibiting companies including Mattel, Hasbro, NASCAR, Nintendo, The Walt Disney Company, Netflix, Pokémon, BBC Studios and LEGO among others, while there will also be a wide variety across the show floor in terms of category representation.

Not to be missed

“We continue to have global reach, bringing in international visitors and exhibitors from nearly 30 countries,” says Anna. “International attendance continues to increase especially from Asian, South American and European companies, with some markets expected to double attendance compared to the previous years.”

On top of this, 36% of companies this year are first time exhibitors and over 100 are new for 2024.

The Brands at Play theme will thread through every aspect of the show – from exhibitors themselves and the seminar content, through to interactive showfloor

Anna has identified a number of highlights which visitors to Licensing Expo shouldn’t miss.

“Licensing Expo will feature multiple pavilions to showcase the latest trends and key areas of significant market growth, including the new Japan Pavilion, dedicated to a diverse range of Japanese companies; Sports Pavilion, where visitors can meet and connect with European professional sports clubs representing the sports licensed merchandise and services market; The Licensee Pavilion; and the new Service Provider Zone,” she says.

“Visitors also shouldn’t miss two in-depth sessions that give a sense of where the industry is at and where it’s going.

On the opening day, we kick off with Maura Regan, president of Licensing International, hosting an exclusive panel on Insights into the 2024 Global Licensing Industry Study Ben Roberts, content director, License Global, will also give a session on the State of the Licensing Nation on Wednesday 22 May, which will deep dive into global trends and opportunities permeating the business, providing an overview of the licensing landscape through 2025.

“Lastly, the Game Lounge will be an immersive experience into the world of gaming and entertainment, where exhibitors will showcase their latest and most exciting games, providing attendees with the opportunity to experience cutting-edge technology and innovative gameplay.”

Inset: The Brands at Play theme will thread through every aspect of the show.

Inset: Anna Clarke, svp, Global Licensing Group.

experiences (including the bars and cafés) and the opening night party.

The meetings platform has also been enhanced to offer even more opportunities for connection. Exhibitors were given full access to the platform early to start booking meetings and explore additional capabilities of searches and filters, through geographic location, IP category and session filters for first time attendees and exhibitors.

Overall this year, Licensing Expo will have an increased emphasis on the power of relationship building, says Anna.

“We want our attendees to make the most out of being at our show by participating in these intentional touchpoints throughout the whole week in Vegas to maximise networking opportunities and help secure the most exciting licensing deals.

“We have a strong line-up of retailers confirmed to attend from Walmart, Abercrombie, Urban Outfitters, Danone, Amazon, Deichmann, Inditex, Burlington Stores, Hobby Lobby, Pacsun, Walgreens, McFarlane Toys, Hallmark Cards, Crocs, Mad Engine and Ross Stores. We are thrilled to connect the industry in such an impactful way, and we are eager to see our community spark new ideas and connections at this year’s Licensing Expo,” Anna concludes.

Conference call outs

The show will open with a keynote panel dedicated to gamingVideo Games: Driving Billions to Play –exploring the ‘why’ behind gaming’s massive growth in popularity, what gamers look for in a brand and how the next franchise model will lead with video games, either from new IP or the revival of heritage titles. The second day will see Nicole Blake, chief brand officer of Wondery and Guy Raz, the host of How I Built This, deliver a keynote focused on podcasts and their potential as the next big franchise.

Inset: Ja Rule was the headliner at last year’s

After hours

The networking opportunities off the showfloor continue to be an important part of Licensing Expo.

On Sunday 19 May, Licensing International will host its annual networking fundraiser supporting the Licensing International Foundation Scholarship Program at TOPGOLF within the MGM Grand. In addition, Licensing International's Global Excellence Awards will return on Monday 20 May at the HyperXArena in the Luxor Hotel & Casino.

The popular Opening Night Party will take place on Tuesday 21 May at the Mandalay Bay Daylight Beach Club and, for the first time, a Closing Night Party will take place on Thursday 23 May with a confirmed performance from international touring music duo, Loud Luxury to “emphasise making the most out of the industry all being in Las Vegas at the same time and to celebrate all the connections and fun that was had at Expo throughout the week,” explains Anna.

The final day will also be dedicated to the future of the industry. AI futurist, Zack Kass – former head of go-to-market for OpenAI, the developer of the

pioneering ChatGPT chatbot – will explore the complexities of artificial intelligence, providing foresight and direction to help organisations adapt and thrive alongside rapid advancements in AI. Day three will also feature on DE&I together international chief marketing officers to discuss marketing and consumer trend predictions for the next 18 months.

You can read the full conference programme at www.licensingexpo.com

Above and right: Nicole Blake and Guy Raz will be delivering the keynote on day two of the show.

Opening Night Party.

Penguin Ventures

Booth A149

Over 300 exhibitors will be taking to the floor at the Mandalay Bay Convention Center in Las Vegas from 21-23 May. LSB highlights a selection of companies across the character,

categories to find out what they will be showing.

Global celebrations with Peter Rabbit and partners during the Year of the Rabbit in 2023 and an incredible spring 2024 have placed Peter at the heart of family celebrations and cemented his position as the ultimate Easter Bunny. Peter Rabbit is seeing exponential growth across all markets as a result.

Penguin Ventures will also be showcasing opportunities for licensees around The World of Eric Carle, which it welcomed to its portfolio last year, while The World of The Snowman offers magical experiences every year – from afternoon teas to live shows – ensuring the timeless property remains central to annual festive family traditions.

The booth will also feature Flower Fairies – which marked its centenary in 2023 – and classic preschool brand Spot, which is currently touring in a theatrical show.

When asked for one tip to share for a successful Licensing Expo, the company’s commercial director, David Sprei, comments: “Do your homework. Get as much prior planning in as possible to maximise your time if you’re exhibiting or attending. Even if that means foregoing the inflight entertainment and instead use the long flight from London to really nail your objectives and outcomes for each and every meeting.”

Miffy was ‘born’ on 21 June 1955, when Dutch artist Dick Bruna first drew the character to entertain his young son while on a rainy seaside holiday in Holland. The series of picture books which followed used simple illustrations and rhyming text to explore the universal experiences of childhood, immediately earning Dick international critical acclaim as an author, illustrator and graphic design artist.

69 years later, the Miffy books have sold more than 85 million copies and are currently published in over 50 languages. Merchandise is available across five continents and highly integrated business units in the fields of publishing, media and licensing support Miffy’s global explorations.

Hasbro

Booth G170

Hasbro is returning to showcase the magic its franchises create for multigenerational fans.

Dungeons & Dragons

new products including a LEGO Ideas Red Dragon’s Tale set, fashion collections from Converse, Reyn Spooner and BlackMilk, plus gaming accessories and collectables. An immersive stage show – Dungeons & Dragons: The Twenty-Sided Tavern – is also currently running in NYC.

Marking 40 years, the Transformers brand will have product, experiences and entertainment launching to honour its origins. Onscreen action will continue with Transformers: Earthspark season two and the franchise’s first fully CG-animated movie, Transformers One. There will also be new comics from Skybound Entertainment and collabs with LEGO, Mattel, Robosen and more.

Peppa Pig content leaps off the screen with books from Ladybird, Milan Presse, Westermann and others, while LEGO Duplo Peppa Pig sets have already created a stir. New fashion collabs have come from JoJo Maman Bébé, Trotters and Melissa Footwear, the character has released her first ever cover song in Katy Perry’s Roar and the Peppa Pig Theme Park is opening in Germany on 19 May. Visitors to the Hasbro booth can also demo the new My Little Pony x Beauty Creations Cosmetics collection.

Left: Miffy merchandise is available across five continents.

Above: Peter Rabbit is seeing exponential growth across all markets.

Toikido Booth E81

Attendees can look forward to learning more about Toikido's journey with Piñata Smashlings, which originated from the simple joy observed at a child's party and has evolved into a multi-faceted brand encompassing a popular Roblox game. The game has proved popular, with over three million players and an impressive 97% rating. The success extends beyond the digital realm, with over 30 global licensees already signed up to and an animated series now in full production.

Toikido is also unveiling its new IP, PeaKeeBoo, in collaboration with Moonbug Entertainment. Aimed at preschoolers, PeaKeeBoo is inspired by nature and the classic game of peek-a-boo, promising to deliver content that resonates with both children and their parents. The IP is set to launch with an animated series on YouTube, narrated by the award-winning singer-songwriter Sophie Ellis-Bextor, and will be accompanied by a comprehensive range of products. PeaKeeBoo represents Toikido's commitment to enriching children's lives through engaging storytelling and interactive play, showcasing curiosity, play and a deep connection with nature.

The Wyld Bunch

Booth O246

Global influencer and social media marketing specialist, The Wyld Bunch is heading back to Licensing Expo for a second year.

The Wyld Bunch offers solutions to skyrocket brand awareness, with tailored strategies for global audience growth designed to turn engaged, passive followers into active consumers. Its dedication to excellence is reflected in its membership with Licensing International, offering fantastic results at affordable rates. To celebrate the Expo, the company is offering an exclusive 10% discount on first campaigns with the code 'EXPOMAX24'.

"With continued challenges at retail, brands can thrive by embracing direct-to-consumer (DTC) social media marketing,” comments Paul Brunton, founder of The Wyld Bunch. “By leveraging social platforms, brands gain control over their brand experience, access valuable data insights, and reach a vast, targeted audience. Embracing DTC social media marketing is not just a response to retailer challenges but a strategic move towards sustainable growth and success in today's digital landscape.”

Sesame Workshop Conference Room

Banyan F

Get ready for Sesame Street re-imagined, launching for winter 2025. With a new format, fans can expect enhanced storylines, top celebrity guests and a deeper dive into character worlds.

And for the first time ever, fans are invited inside one of the most famous apartment buildings in the world in the new animated segment, Tales from 123. Journey inside the halls of 123 Sesame Street – the wacky building that Elmo, Cookie Monster and other favourite Sesame friends call home. Sesame Workshop is also continuing the playdate off-screen with new licensed products and collabs, live entertainment, plus themed and digital experiences

BBC Studios

Booth N204

Bluey is the moststreamed children's show in the US, with a soaring viewership of 43.9 billion minutes in 2023. Its recent special extended episode, The Sign a milestone by premiering globally on both ABC and Disney platforms simultaneously. With 5.7 billion lifetime YouTube views and 20 million book sales worldwide, Bluey's licensing programme spans 49 countries and ranks in the top 10 for preschool toys in the EU5. The Bluey mobile game has had over 30 million downloads since launch and Bluey: The Video Game featured in ‘BAFTA’s best games of 2023’. Success extends to live attractions like the fastest-selling CAMP experience in the US, Bluey bedrooms at CBeebies Land Hotel in the UK, and the upcoming launch of Bluey's World in Australia. Additionally, Bluey’s Big Play expands into Abu Dhabi, France and Singapore. Hey Duggee goes from strength to strength with 1.27 billion streams on BBC iPlayer since launch. Already available in over 100 countries, its footprint continues to expand by entering the FAST space in the US and FTA launch in the Middle East. Series 5 lands on CBeebies this autumn, while spin-off Hey Duggee’s Squirrel Club premieres in 2025. Meanwhile, Ncuti Gatwa debuted as the Fifteenth Doctor in the first-ever full Doctor Who series to launch on Disney+ and release simultaneously worldwide.

eimagined for winter 2025.

Above: The Bluey extended episode, The Sign premiered globally on both ABC and Disney platforms simultaneously.

Above: The Wyld Bunch is running a special Licensing Expo offer on first campaigns.

For 80 years, Mattel has brought joy and laughter to generations

WildBrain CPLG Booth J206

WildBrain-owned franchises, including perennial favourites Teletubbies and Strawberry Shortcake, who is celebrating her 45th anniversary this year, headline WildBrain CPLG’s entertainment portfolio, alongside the Peanuts brand, which WildBrain CPLG represents on behalf of Peanuts Worldwide in the UK, EMEA, APAC and China.

Third-party partnerships include toy brand Playmobil; SEGA’s Sonic the Hedgehog including hit series Sonic Prime produced by WildBrain and SEGA; and Supercell’s gaming franchises The World of Clash featuring Clash of Clans and Clash Royale. In the US market, WildBrain CPLG will also be looking to expand its partnership opportunities for Magic Mixies, Carmen Sandiego and Space Invaders, while Spin Master’s Unicorn Academy, Paramount, Dr. Seuss, MGM, Hasbro and Sony properties are slate highlights for EMEA. ASPIRE, the dedicated corporate and lifestyle division, also brings a notable line-up including distinguished heritage universities: Yale, Harvard, Columbia and Cambridge; spirits brands Absolut and Malibu; as well as Sauber Motorsports’ racing team Stake F1 Team KICK Sauber; and the number one padlock brand in North America, Master Lock.

Retail Monster Booth R192

Launched by an executive team which brings over 70 years of retail, buying, sales, marketing, finance and licensing experience to its clients, Retail Monster utilises its relationships with best-in-class manufacturers and retailers to deliver strategic licensed programmes to shelf. Established in March 2016, Retail Monster operates office locations out of Los Angeles, New York, Orlando, Bentonville, Ark., Minneapolis, Minnesota and London.

Retail Monster handles retail development for Activision, Crayola, Hasbro, Mattel (UK), Minecraft, Moonbug, Paddington (UK), SEGA (UK), Sony, Uplift Games and Zag. It handles licensing for 5 Minute Crafts, Afro Unicorn, Electronic Arts, emoji, Fall Guys Fuggler, Hidden Pigeon Company, Paddington, Pudgy Penguins, Pinata Smashlings, Shelby, Slumberkins and Wondery. Retail Monster also represents manufacturers (Monke World, Surprise Drinks, Themz and Youtooz) and successfully advises IP creators, with multiple shows in production.

Amazon MGM Studios Booth J214

Amazon MGM Studio is marking their first ever Licensing Expo as a joint licensing division. With the two studios merged, both licensing teams have come together to build an integrated umbrella that leverages MGM’s iconic properties and 100-year legacy with Amazon’s expanded content slate and expertise in building streaming to shopping experiences.

From the highly anticipated Prime Video series Fallout, inspired by the successful video game, to pop culture hits like Wednesday, and classics like Pink Panther and Rocky, Amazon MGM Studios has a portfolio of entertainment IP that should draw the crowds. At the show, the team will also be focused on seasonal opportunities like Halloween, where it has already built out a robust programme led by Midnite Movies catalogue, Wednesday and Killer Klowns from Outer Space, plus Christmas movie Red One (starring Dwayne Johnson).

Other highlights will include The Summer I Turned Pretty, based on the bestselling book trilogy from Jenny Han, and Hazbin Hotel, which blends adult humour, unforgettable characters and catchy musical numbers.

Above: Strawberry Shortcake is celebrating its 45th anniversary this year.

Above: Retail Monster will be discussing a wide range of properties at the show.

Above: Fallout already has a raft of licensing partners onboard including McFarlane.

SEASON 3 LAUNCHING IN

Brandgenuity

Booth J140

Brandgenuity has been selected as the exclusive global licensing agency for Nissan Motor Corporation, and will now be looking to accelerate growth across the current licensing programme for brands including iconic sports cars (Z, GT-R, Skyline), innovative electric vehicles (Ariya, Leaf) and Nissan Motorsport (NISMO) around the world.

Brandgenuity has also been appointed as sole worldwide licensing agency for the Royal Shakespeare Company, which crafts inspiring theatre from Shakespeare’s storied home in Stratford-upon-Avon and shares this work around the world. The agency will extend the RSC to categories including fashion and accessories, lifestyle collaborations, home and textiles, beauty and grooming, gifting and collectables and stationery.

The agency is also working with Honey Bunches of Oats, a leading family cereal in the US. Brandgenuity will explore extending the brand into snack bars, baked goods (breads, muffins, cookies), baking mixes, on-the-go snacks, frozen and shelf stable breakfast items, ice cream and more. Brandgenuity will also showcase clients including BMW, Church & Dwight, Mike’s Hot Honey, Sazerac (Buffalo Trace, Fireball, Southern Comfort), White Castle, The Sims, Dr. Scholl’s, Kahlua, Edgewell (Banana Boat, Hawaiian Tropic, Schick, Wet Ones) and Kao (Jergens, John Frieda).

Jazwares

Booth S212

Following the phenomenal success of Squishmallows over the past few years, Jazwares is continuing to drive brand expansion through consumer products and is excited to be back at Licensing Expo.

Perfetti Van Melle

The past 12 months has seen the property launch numerous global licensing collaborations with brands such as Puma, H&M, Panini and McDonald’s with a global Happy Meal Promotion.

In 2024 and beyond the team will be looking to ‘bigger and better’ collaborations, partnering with best-in-class licensees to continue to deliver innovative product across a multitude of categories including apparel, home, gifting and FMCG, and continuing to cement the brand as a true lifestyle licence that reaches far beyond the toy aisle and appeals to the global multigenerational fan base.

Moonbug

Booth R212

Booth F138

Perfetti Van Melle will be showcasing its selection of ‘classic brands with fresh vibes’ including Mentos, Chupa Chups and Airheads

In addition, it will also be introducing Trident, the gum brand which is known for its diverse flavours, plus fellow chewing gum brand Bubblicious.

The two international brands join the Perfetti Van Melle family and its commitment to ‘spread joy and create unforgettable moments’, offering positive feelings and experiences to teenagers, young adults and kidults eager to keep the fun alive.

This year at Licensing Expo, Moonbug will be showcasing brands including CoComelon, Blippi, Little Angel and Morphle. The company believes that the brands are more than just entertainment; they’re tools for learning, exploring and understanding.

CoComelon supports kids in their foundational years through positivity, with a song for every big-little moment. The show is available in more than 20 languages, including ASL, and has more than four billion monthly views across platforms including Netflix and YouTube. Meanwhile, Blippi turns the world into a playground for preschoolers everywhere. The brand encourages a lifelong love of learning which helps to instil confidence and curiosity at a young age. And this year the brand is celebrating its 10th anniversary with a number of collaborations, new products and live experiences.

Right: Perfetti Van Melle will be offering a sweet surprise on its booth.

Below: Brandgenuity is looking to expand Nissan Motor Corporation through licensing.

Right: Blippi is marking its 10th anniversary this year.

Above: Squishmallows has enjoyed collaborations with companies such as Puma, H&M, Panini and McDonald’s.

IMC Toys

Booth Q244

IMC Toys will be returning to Licensing Expo with its flagship brand, Cry Babies. Since its inception in 2016, the brand has achieved many significant milestones with its range of products, breaking sales records and being distributed in every country worldwide.

Above: The Cry Babies animated series currently consists of seven seasons and 127 episodes.

In 2018, IMC Toys decided to enrich the brand with content by creating a 3D animated series based on the importance of expressing emotions. Currently, the animated series consists of seven seasons, 127 episodes, over 600 minutes and has been translated into more than 27 languages. It is also a viewing success on YouTube with over six billion views and is available globally on streaming platforms such as Netflix and Amazon Prime among others. Currently, Cry Babies has a licensing programme which allows the brand to be present in other product categories beyond toys, ranging from publishing to confectionery, personal care and apparel. This year will see the Cry Babies brand evolving further with a number of innovations and developments on display at the show.

Beanstalk

Booth G134

Toei Animation

Booth C170

Licensing Expo 2024 is set to be an exciting event for Beanstalk, as the agency showcases its roster of world-class brands and continues to build breakthrough licensing programs on behalf of its clients. These include: Procter & Gamble, Stanley Black + Decker, Diageo, Audi, Bentley, Volvo, U.S. Army, The Ohio State University, The Metropolitan Museum of Art, WK Kellogg Co, Kellanova, Dole, TGI Fridays, Hi-Chew, Microsoft, Ubisoft, and Atari. Newest clients include Tonino Lamborghini and Nestle Hot Pockets, with additional new clients to be announced. Recent successes for the agency include the programme for the Metropolitan Museum of Art which continues to expand with several new collaborations. These include The Met x PacSun, The Met x Todd Snyder and The Met x Eichholtz furniture and home décor collection.

New partnerships for Guinness include the Guinness x Bettinardi golf collection, Guinness x Lucky and Guinness flavoured beef jerky with 3 Elizabeths. Mouthwatering collaborations for Kellanova include Eggo Nog x Sugarlands Distilling Co., Pringles x The Caviar Co., and Hidden Valley Ranch x Cheez It.

Finally, launched in March, the Chef Eric Adjepong x Crate & Barrel Kitchen Collaboration, a 60-piece line inspired by Eric's Ghanaian roots and NYC hometown aesthetic has been a trailblazing success.

Below: The animated One Piece series is marking 25 years this year with a host of collabs and activity.

One Piece debuted on 20 October 1999, captivating audiences with its imaginative world and unforgettable characters. Based on the eponymous manga which has sold over 500 million copies, One Piece remains a dominant force in popular culture, particularly among anime fans aged six to 25.

This year, the animated series marks its 25th anniversary and ventures into innovative collaborations, partnerships and events throughout Europe.

Notably, the Puma X One Piece collection launched in March and features limited edition sneakers and apparel inspired by the series' iconic symbols and characters. In addition, the One Piece Music Symphony will be launching a global tour presenting a live orchestra performance of the music of the series alongside memorable anime moments projected on a giant screen. Further celebrations include the release of collector's coins by Monnaie de Paris featuring designs honouring the Straw Hat Crew. In France, Klépierre Shopping Centers is hosting a One Piece themed action game across 13 locations, promoting the series values of friendship and courage. Further collaborations are also expected throughout the year.

The Pokémon Company International

Booth N180

Pokémon returns to Licensing Expo riding high after yet another big year, winning Best Gaming Licensed Property at The Licensing Awards for the third year running and solidifying its position in the top five of License Global’s Top 150 Licensors.

Posting its best-ever Circana results, Pokémon achieved its highest-ever annual position in the UK, Germany and Italy, while remaining number one in France, Belgium and the Netherlands. For the second year running its remarkable growth earned three significant awards at Spielwarenmesse: Global Top Toy Property of the Year, plus Europe’s Top Gaining Property for Total Toys and for Games & Puzzles.

The success reflects the popularity of The Pokémon Trading Card Game and its diverse toy range, which includes Jazwares’ award-winning toy line and Mattel’s Mega sets among other lines.

Cementing its status in the fashion space, Pokémon’s latest collaborations include a second drop from Clarks, a first ever range from French designer A.P.C. and a third collection from Italian urbanwear specialist Dolly Noire.

2024 will also see further retail activity, product launches, new animation content, immersive events and releases across video games and apps.

Above: Pokémon is riding high after yet another successful year.

Below: Beanstalk will be revealing additional new clients at the show.

Spin Master

Booth O214

Children’s entertainment company Spin Master will be showcasing its dynamic franchises, iconic properties and evergreen brands across its three creative centres: Toys, Entertainment and Digital Games. These range from its preschool powerhouse PAW Patrol, represented for licensing by Paramount Consumer Products, through to the world of Unicorn Academy, Spin Master’s recently launched Netflix-original series that unlocks a world of magic and friendship.

Unicorn Academy is Spin Master’s recently

CAA Brand Management

Booth G156

CAA Brand Management supports iconic talent and brands with their expansion into new customers product categories, experiences and territories by partnering its clients with the world’s leading manufacturers, wholesaler, retailers and operators, through licensing, strategic partnerships and joint ventures.

The company will also be inviting visitors to meet Vida The Vet, a fresh spin on preschool that follows ten year old Vida, an animal doctor who nurtures the woodland creatures who live outside her home. There will also be the chance to tap into the classic Rubik’s Cube 50th anniversary and its pop culture status; engage opportunities for award-winning digital app, Toca Boca and its 62 million monthly active users; and explore the authenticity of fingerboard leader Tech Deck

Dr. Seuss Enterprises

Booth D196

The company’s speciality is building consumer product programmes that can tell a brand’s story and drive revenue: whether the goal is to reach new audiences, or delight existing fans in new and innovative ways.

A snapshot of the brands CAA will be showcasing on its booth include Minecraft, Coca-Cola, Porsche, McLaren, Ford, F1, Playboy, Budweiser, The Cheesecake Factory, Skechers, Ms Rachel, Draper James, Dr. Seuss and League of Legends

for a Lorax-themed sustainable capsule collection in celebration of Earth Day.

Dr. Seuss Enterprises will showcase a range of new initiatives including the roll out of new consumer product lines, breakthrough initiatives, new entertainment projects, as well as the growth of its longstanding portfolio partners.

This will include the brand’s partnership with Wondery Kids & Family, which has seen Dr. Seuss brought to life through a line-up of podcast programming. In addition, The Cat in the Hat feature film will kick off the new Dr. Seuss movie slate from Warner Brothers Animation, followed by Thing One and Thing Two in an original feature length animated adventure. Bad Robot Productions has also been tapped up to adapt Oh, the Places You’ll Go! for the big screen.

Location-based experiences also continue, while the CP programme has been growing across toys and hardlines, food and beverage, accessories, health and beauty, infant and baby, travel, sustainability, digital and gaming. Upcoming deals and partnerships are also planned with the likes of USAopoly, adidas, Outright Games and Hershey among others, while Dr. Seuss is also continuing to build out campaigns around characters and titles such as The Lorax and The Grinch

Licensing Works

Booth C222

Busy Licensing Works will be introducing The Wingfeather Saga, a CG animated fantasy series, adapted from the bestselling YA novels published by Penguin Random House, as well as featuring the new Zorro series, which debuted in the US top 10 on Amazon Prime Video. In addition, the new Paramount+ eight-episode series will be discussed, along with the new Disney+ remake of its classic Zorro TV series.

Tarzan and Aristocrat will introduce new land-based slots to casinos in both 2024 and 2025, while The Little Prince continues to see success of the classic book, with over five million new copies sold annually.

Also featured on the booth will be Moulin Rouge, which is celebrating 135 years in 2024; Kewpie, which is marking 115 years of cuteness with new apparel, collectable and retail collections; and Winchester Mystery House which is coming off successful celebrations for its 100th anniversary.

Licensing Works has also renewed its relationship with Penguin Ventures for the bestselling book series, Fun with Spot

Above:

launched Netflix-original series that unlocks a world of magic and friendship.

Above: Minecraft will be among the brands highlighted by CAA at the show.

Below: Daniel Arsham was a recent guest artist

Above: Licensing Works will be showcasing its wide ranging portfolio.

MHS Licensing Booth E87

In addition to new designs by its talented artists, MHS Licensing will be introducing new artists Emiko Rainbow, Yvonne Coleman Burney, JJ Design House and Jim Baldwin at Licensing Expo.

“It’s important to feature a well-rounded repertoire of popular artists that span a broad spectrum of styles and themes at Licensing Expo,” comments Marty Segelbaum, president at MHS. “We are proud to be introducing such diverse and talented artists who speak to the current cultural landscape.”

Japanese American artist Emiko Rainbow creates colourful art that celebrates authenticity and diversity. Emiko’s designs embody confidence, self-love and humanity. Meanwhile, Yvonne Coleman Burney’s inspirations are many: a single African American mother and USAF Veteran, Yvonne is driven by the resilience and strength of women and has many stories to tell through her artwork.

JJ Design House creator Jessie Gagatko is a self-taught graphic artist whose portfolio contains a wide thematic range of artwork and often incorporates the beauty found in nature, while Jim Baldwin helped develop the Margaritaville brand as its bestselling artist. Other clients include Disney, National Geographic, adidas and Anheuser Busch among others.

Jewel Branding & Licensing

Booth C134

As a catalyst for beautiful design and compelling stories, Jewel will be highlighting its portfolio of designers and design-based brands. With expertise in cause-related brands, Jewel develops licensing programmes with products that give back including for New York Botanical Garden, Frank Lloyd Wright Foundation, National Wildlife Federation and new client, Museum of Fine Arts Boston. Jewel is also featuring its roster of diverse artists from around the globe – including EttaVee, Mia Charro, Breathe Live Explore, CatCoq and Creative Ingrid - many of whom have participated in Artist Series programmes at retail with tremendous success.

Santoro

Booth G108

Santoro has recently debuted Bangoberry, its new unisex animalbased brand for all ages, with a collection of 90 skus across gifting and back to school ranges.

The new brand has already gained traction internationally, with Santoro having appointed 10 distributors across Bulgaria, Georgia, Greece, Hungary, Italy, Malta, Montenegro, Netherlands, Romania, Spain and the UK. Between Santoro and its distributors, Bangoberry has appeared at a host of trade shows including Brand Licensing Europe (UK), Insights X(Germany), Big Buyer (Italy), Spielwarenmesse (Germany), Intergift (Spain), Spring Fair (UK), School & Office (Greece) and Spotlight (Netherlands). It has since begun signing multi-territory licensees for Italy, France, Switzerland, Germany, Benelux, Scandinavia and Austria.

The company will be looking to continue this momentum at Licensing Expo, seeking licensing opportunities across product categories for Bangoberry.

Jewel’s women-owned brands including SCOUT, Simplified and Plum Pretty Sugar continue to expand through licensing into beautifully designed, trend-forward lifestyle products. New creative collaborations include Oris Eddu and alice + olivia for International Women’s Day, wall art with Nikki Chu and LeftBank Art and a limited edition partnership between Madewell x NYBG, launched on Earth Day.

Jewel’s creative division, meanwhile, continues to offer the Trend Distillery - comprehensive, customised trend research and analysis specific to our industry - which enables manufacturers and retailers to make informed decisions based on the latest market trends.

Sony Pictures Entertainment

Booth N214

As part of its experiential presence, Sony will reintroduce an in-booth video wall with an interactive display.

In March, Sony unveiled a slate of new products and collabs in tandem with the theatrical premiere of Ghostbusters: Frozen Empire. Onsite, Sony will celebrate upcoming theatrical releases Karate Kid (December) and Paddington In Peru (January 2025).

On the TV front, 2024 will see the return of The Boys season four on 13 June, and the final season of Cobra Kai. Sony will also welcome new properties to its slate of television IPs.

Sony will also expand licensing programmes for Goosebumps, The Last of Us, Twisted Metal and Gen V. Above: Sony will be celebrating upcoming theatrical releases for Karate Kid among others.

Above: Emiko Rainbow’s designs embody confidence, self-love and humanity.

Above: New collaborations for Museum of Fine Arts Boston include Endstate.

Above: Bangoberry is a new unisex animalbased brand for all ages.

Ahead of its 80th birthday in 2025, beloved children’s brand Moomin is off on a new adventure, forging US licensing and retail partnerships that are bringing the magic and wonder of Tove Jansson’s Moominvalley to American audiences for the first time.

New milestones

for Moomin

Featuring a family of friendly white trolls who live in the idyllic and peaceful Moominvalley, Tove Jansson’s Moomin books have delighted readers for generations with their charm and wisdom, and continue to attract new audiences across the globe.

Through nine books released between 1945 and 1980, together with four picture books and an extensive series of comic strips, Jansson detailed the adventures of Moomintroll, Sniff, Snufkin, Fillyjonk and a host of other whimsical creatures in stories that celebrate the values of friendship, courage and respect for nature. Her works

have been translated into more than 60 languages, while the Moomins themselves have become a global cultural phenomenon, inspiring TV shows and films, theme parks in Japan and Finland, over 35 shops and cafés, a social media following of 3.5 million –engaging with 65 million fans annually – and a global licensing programme with over 800 licensees.

With the brand’s iconic status and global reach recognised with another Licensing International Excellence Awards nomination – for 2024 Best Brand in the Publishing, Stationery & Social Expression category – Moomin is enjoying its first successful foray into the US market. A pilot programme with bookshop chain Barnes & Noble to bring Moomin books, mugs, stationery and more to more than 20 retail locations, as well as its online store, proved such a hit with Stateside fans that the

Inset: Loved for generations, Moomin has a global fan base and over 800 licensee partners. Below: The Moomin 80th anniversary campaign will focus on fostering a sense of belonging.

Inset: Moomin creator Tove Jansson (1914-2001) enjoyed a career that spanned almost seven decades.

Marking 80 magical years

Moomin’s 80th anniversary will be marked with a global campaign based around the slogan ‘The door is always open’, celebrating inclusiveness, kindness, family and community.

New artwork and style guides will hero the image of the Moominhouse, representing security and a sense of belonging in troubled times, while a special anniversary edition of The Moomins and the Great Flood – Jansson’s first-ever Moomin book, written in 1945 at a time of great upheaval in Europe – will feature an essay encompassing the Moomins’ origins and the theme of refugees and ‘home’.

In addition, the anniversary celebrations will include:

• New content to enjoy, including stories relating to the anniversary’s key themes as well as gems from the archives.

• Anniversary-themed social content, from images and video to downloadables, stickers and more.

• An extension of Moomin’s existing partnership with the International Red Cross to raise funds for a range of charity projects worldwide.

• A global competition inviting fans of all ages to create their own version of the iconic Moominhouse.

range is being rolled out across 300 stores nationwide in the first half of 2024. American audiences can now access nearly a dozen of Jansson’s iconic children’s books from the Moomin series alongside her most popular adult novels, while later this year, new Moomin titles will be given their first release in the US. Among them are Moomin-inspired works for preschoolers, as well as an authorised biography of Jansson by Boel Westin and a craft book featuring knitting patterns for Moomin socks, with many more releases slated for 2025. In addition, publisher Drawn & Quarterly will be reissuing all the collected Moomin comic strips created by Tove and her brother Lars Jansson in a new format, having already sold more than 400K copies of the Moomin comics to date.

In the licensing sphere, thanks to a partnership with US agent, King Features, Moomin is accessible to an everincreasing audience Stateside, with fans already enjoying plush from Aurora World, apparel and accessories from Goodie Two Sleeves, headwear, coin purses, socks, t-shirts and wallets from Nordic Buddies, magnets, pins and tote bags from Pintrill and

greeting cards from Tree Free Greetings. A raft of new US partners joining the programme will soon see the CP range expanded to include Nendoroid vinyl toys from Good Smile Company, mobile phone accessories from Hamee US, and stationery kits from Pie International. Speciality beverage from Clöud Café will launch in time for Holiday season 2024, while dearcloud will launch in the beauty space in January 2025.

A major Tove Jansson exhibition will open at the Helsinki Art Museum in October this year (and tour abroad from summer 2025), kicking off the Moomin 80th anniversary celebrations. With a full year of events, social activations, charitable projects and more putting this classic brand – and the timeless values it represents – under the global spotlight, there’s never been a better time to join the Moomin family. Contact the Rights & Brands team by emailing licensing@rightsandbrands.com. The door is always open…

Right & below: Moomin products are rolling out to 300 Barnes & Noble US stores in 2024.

Home wins

evolved over two and a half decades to become a market leader in multiple home and lifestyle product categories across Europe. Its recent partnership with Moose Toys EMEA to acquire four brands – Ready Bed, Go Glow, Pop ’N’ Fun and Hello Home – will see sleepover, lighting, furniture and play added to its core business, with products rolling out across the UK and EU from A/W this year. LSB catches up with licensing and brand director Tim Kilby and sales director EMEA Dan Appleby to find out more.

“We think of ourselves as a home and lifestyle solution,” says Character World Brands’ Tim Kilby.

“Our products aren’t only for bedrooms; they’re for playrooms, kitchens, living rooms… Some can be taken outside the house, on camping trips, sleepovers or while travelling, while others can be worn – we’ve had huge success with our Hugzee range of oversized wearable hooded blankets, for instance.

“It’s testament to Dan and the team that we have amazing retail relationships, and for many of our retail partners keen to deepen their product assortments we have become a one-stop shop solution within their branded home and lifestyle category.”

2023 was Character World’s 25th birthday, an event marked with a special celebration party at Brand

Licensing Europe. “It was a chance to thank all the licensor partners and retailers we’ve worked with over the years for their support in helping us grow as a business, not forgetting our incredible team who work so hard to enable this growth day in day out,” says Tim. “Our anniversary year was definitely a good year for us, and this year, we’ve seen double digit growth in our first quarter [Oct–Dec 2023]. So there’s a lot of optimism.”

Neither Tim nor Dan are in denial about the fact that trading conditions for UK and EU businesses are tough, with macro-economic headwinds, supply

Above: The acquisition of four Moose brands, including furniture range Hello Home, has opened up new avenues.

Inset: Tim (left) and Dan are excited for the company’s next chapter.

chain challenges and inflation combining to create a perfect storm. “We try to always focus on the positives, it’s just how we are as a business,” says Tim. “We’ve weathered plenty of ups and downs over the past 25 years and always worked through them. Last year, European trading was tough, but now it’s coming back, and we’ve got really, really good interest from EU retailers for the second half of 2024.”

Tough times can lead to creative thinking, which drives opportunities for suppliers and their retail partners, Dan points out. “UK trading is tough, but we’re always looking at how to fill the ‘white space’ within the market with new product areas and ranges. One category we’re focusing on is seasonal. Christmas tends to be an exciting period for our brands and products, and there’s lots more we can bring to market for our retailers. We’re looking at the travel category, too; we’re launching some amazing new travel products that will sit alongside our current summer products – I can’t say any more because it will spoil the surprise!”

The company has all the key brands within its licence portfolio, which offers its 165 retail partners a broad choice across ages, Tim explains.

“We cover brands that cater to kids from 18 months all the way up to teens and young adults. Obviously, retailers want the biggest and the best – what’s hot, what's trending and what's going to deliver the most revenue through the tills, but we’re also keen to nurture new brands for long-term growth and work with retailers on exclusive opportunities.”

Entertainment and preschool favourites such as Peppa Pig and PAW Patrol and gaming giants including Pokémon and Minecraft perennially top the wish lists of consumers and retailers alike within the UK and Europe. “It’s no shock that Barbie was one of our top brands last year because of how well the movie has done, but also because Mattel has been so clever behind the scenes, building an amazing marketing campaign aligned with their massive toy success, and working on some great collaborations with brands that resonated at retail,” says Tim. “Super Mario is an example of an amazing entertainment brand from

the gaming world that rose to another level in 2023 thanks to the Super Mario Bros Movie’s box office success, and we see that continuing into 2024 and beyond.”

Character World Brands will shortly begin rolling out products across EMEA for its four new Moose home brands: Ready Bed (2-in-1 sleeping bags and inflatable airbeds), GoGlow (character night lights and torches), Pop ’N’ Fun (play tents, trampolines and play tunnels) and Hello Home (bedroom furniture). All the upcoming ranges, Dan promises, will be developed in the evergreen brands that retailers trust.

“We’ll be launching in A/W this year with the top preschool brands, followed by a wider kids’ assortment in 2025 utilising our amazing portfolio of licenses, including brands that haven’t been in the marketplace in those categories before,” says Dan. “There’s already lots of consumer recognition for Ready Bed and GoGlow in particular, so it’s an exciting time for us to build on the great work Moose Toys has already done, put everything through our creative engine and create some amazing products that we know consumers will love. We feel optimistic about upcoming opportunities and with the expansion of our product line, we are excited for our next chapter and the next 25 years.”

Inset: Gaming brands perennially top the wish lists of retailers and consumers, says Tim.

Below: Character World’s “amazing portfolio of licences” includes preschool favourite Peppa Pig.

“From BOWL TO

The Kellogg's licensing programme has characters, logos, colours, flavours and ideas so versatile... you're bound to clean up!

BRAND LICENSING OPPORTUNITIES

Culture

icons

Natural History Museum roars on

Natural History Museum is continuing to ‘rewrite the rulebook’ when it comes to heritage licensing, with activity so far in 2024 seeing further diversity in its programme.

Activity has included a second collaboration with The Royal Mint showcasing a series of collectable coins featuring the Tyrannosaurus, Stegosaurus and Diplodocus, plus two sets of stamps from The Royal Mail.

Galt Toys has also created the ‘Let’s Learn’ range of activity kits, specially developed to encourage younger children to immerse themselves in science and the natural world.

The Dunelm x NHM collection welcomed a ‘carefully curated’ dose of newness, with the introduction of bold and colourful statement pieces based on the Museum’s most treasured collections.

Moving outdoors, fashion brand ROKA London worked with NHM to develop the Waterhouse bag, a new style that puts a contemporary and urban spin on the traditional ‘field bag’ often used by scientists working outdoors.

A roster of collaborations and product for the rest of the year is also in place, with the Museum keen to expand this proven blueprint for success into new markets and territories.

As underlined by the launch of Licensing Museum & Heritage Book in January, the sector continues to grow in strength, stature and support – from licensees and retail. LSB rounds up some of the latest activity.

By Royal appointment

The Royal Pavilion at Brighton has unveiled ‘with utmost grandeur and sophistication’ its launch into licensing.

With a promise that the licensing programme will ‘extend the allure of the majestic estate’ to connoisseurs far and wide, an array of merchandise is being planned.

Originally a simple house that George, Prince of Wales, rented when he first began visiting Brighton in 1783, it was transformed into an extraordinary party palace, where elaborate banquets, musical performances, games and dancing erupted in the ornately decorated rooms.

The Royal Pavilion at Brighton has a lookbook of curated designs, a vibrant history and an archive of sumptuous wallpapers and textiles.

The National Gallery steps out with Dr. Martens

The National Gallery has once again joined forces with a second series in its 200th year.

The new release features Harmen Steenwyck and one of the artist’s most famous paintings, Still Life: An Allegory of the Vanities of Human Life (about 1640).

The collection sees images of the painting applied onto three well-known DM silhouettes: the 1460 boot, the 1461 shoe and the leather backpack.

Signature DM features form the foundation of the modified styles: yellow welt stitching, robust leather and original soles. Each style is finished off with surrounding black undertones and antique gold hardware.

Above: One of Harmen Steenwyck’s most famous works - Still Life: An Allegory of the Vanities of Human Life - is the focus of the new release.

Above: The Dunelm x NHM collection has introduced a number of new bold and colourful statement pieces.

Inset: New

Above: The colour, luxury and joy of The Royal Pavilion is coming to the world of licensing.

Morris & Co heads online with new shop

Luxury interior design and furnishings group, Sanderson Design Group has confirmed a direct to consumer collaboration which will see Morris & Co wallpapers, fabrics and licensed products available from a dedicated online shop for customers in the UK, US and other countries.

The Morris & Co. online shop will be launched in the second half of CY2024 and will be developed and operated in collaboration with Design Online Limited Design Online was founded in October 2020 to develop and operate the Scion brand’s online shop –www.scionliving.com – which was launched in 2021 as the group’s first direct to consumer initiative.

The full range of Morris & Co products will be showcased on the site including selected homewares alongside core wallpapers, fabrics and paints

In common with the Scion Living website, the Morris & Co. site will provide a made-to-measure service for curtains and blinds, which will be offered first in the UK and then in the US shortly afterwards.

conservation charity, the National Trust

Brandgenuity will look to expand RSC into a number of categories.

Royal Shakespeare Company takes a bow

Brandgenuity has been selected as exclusive global licensing agency for the worldrenowned Royal Shakespeare Company

The RSC operates as a charity under a Royal Charter and all proceeds from licensing will support the RSC’s work, including programmes for schools and underserved communities.

Key markets for the brand include the UK, Europe, the US, China, Australia and India.

Brandgenuity will look to extend the RSC to categories including fashion and accessories, lifestyle collaborations, home and textiles, beauty and grooming, gifting and collectables and stationery Partners will enjoy access to the RSC’s deep expertise, a new style guide and rich archive of costumes, props and fascinating historical documents.

In celebration of Blossom, the handpainted print takes a step away from Sophie’s traditional repeat pattern to reflect the ‘gentle movement of apple blossom’ in the spring air.

The programme will be targeted to theatre buffs and literary enthusiasts 35 years+ and will give these core fans new ways to celebrate the world of Shakespeare and the RSC. It will also target culturally minded newcomers 18+, giving them an opportunity to explore and appreciate the world of Shakespeare and his timeless themes in unexpected ways.

Licensing growth for The Ashmolean Museum

The Indian Block Print Co. has partnered with The Ashmolean Museum to introduce the May Morris-inspired Indian Block Printing Kit – an exclusive sustainably produced craft kit inspired by the Ashmolean’s May Morris collection.

Available in a range of kitchen and table linens, the new collection will be the fifth since the two brands began working together in 2018. It will sit alongside the Acorn & Oak Leaves, Woodland Walks, Hedgehogs & Trees and Woodland ranges, which have raised over £190,000 for the charity so far.

“We are thrilled to see that Sophie’s current collections have raised over £190,000 for the National Trust so far – and are delighted to be working alongside Sophie again this year,” said Emma Prendergast, brand licensing manager at the National Trust. “Blossom holds such significance for us at the National Trust, not only because of its vital role within nature, but because of its positive impact to our well-being, too.”

May Morris was a leading figure in the Arts & Crafts Movement and a key exponent of decorative needlework. She described design as ‘the very essence and soul of beautiful embroidery’. Each kit contains everything needed to create a set of handprinted notelets and envelopes inspired by May’s botanical designs, including three wooden printing blocks hand-carved in Jaipur, fabric paints and a basic printing kit. Each block is carved by hand, crafted from Indian rosewood and treated with mustard seed oil.

In addition, pop art creator, Art & Hue has taken a trip to the Ashmolean Museum for a new collaboration of stylish pop art prints inspired by Britain’s first public museum and the first university museum.

With six new prints celebrating the building’s architecture and exhibition spaces, the pop art is available in three sizes and 12 colours, closely matched to The Treasured Collection of paints by Graphenstone inspired by the Ashmolean’s exhibits. The collection includes three prints of the exterior, celebrating Cockerell’s classical frontage, and three prints of the Museum’s interiors.

Below:

Above: Sophie Allport’s ranges have so far raised over £190,000 for the National Trust.

Above: The Indian Block Print Co.’s May Morrisinspired kit launched on her birthday, 25 March.

EFL is in the game with EA Sports FC for five more seasons.

From BAFTA award winners to major brand tie-ups, eco-conscious gaming to new studios with licensing ambitions, LSB takes a look at just some of the recent

Game changers

SEGA reveals Fearless: Year of Shadow campaign

SEGA has unveiled its latest campaign – Fearless: Year of Shadow – ahead of the upcoming game, Sonic X Shadow Generations.

Last year, the Fast. Friends. Forever programme highlighted the special bond that Sonic and friends Tails, Knuckles and Amy Rose share with their fans.

This year’s campaign shifts the focus to brooding hedgehog, Shadow, who will also star in the Sonic the Hedgehog 3 movie later this year.

The campaign celebrates what it means to be fearless and embrace your inner Shadow by facing challenges head on.

Activity kicked off with a launch trailer featuring original music that celebrates Shadow’ and the fearlessness of the fans, while there are a number of activations planned throughout the year.

These include a motorcycle tour of a custom built Shadow-inspired motorcycle at the MotoGP fan zones, which will visit the UK in August, while the official Sonic the Hedgehog themed restaurant –Sonic Speed Café – will be serving up new locations, menu items and merchandise, LEGO will be unveiling new sets and the Sonic Symphony World Tour will continue.

English Football League renews with EA Sports

The English Football League has secured a five-year renewal with Electronic Arts for the EA Sports FC video game series.

The deal means that EA Sports FC will remain as the title sponsor of the Young Player of the Year award for the EFL Championship, League One and League Two, under the extension that covers all 72 clubs across the three divisions.

EA first became a licensee of the governing body in 2006, and later received ‘official partner’ designation from the 2017/18 season.

EA Sports FC launched in September as the first edition of the video game, following EA and FIFA going their separate ways in 2023, ending a 30-year collaboration on the FIFA game series.

Sunset Sugar Studios slots in with Aardman

New UK video games studio, Sunset Sugar Studios, has secured its first deal, teaming with Aardman as it begins its goal to work with ‘the biggest names in licensing’.

The studio – which was established by games publishing veteran, Darryl Still (who has a 35+ year career in the UK and international games industry), alongside former colleagues Matt DC and James Deputy – will initially focus on its popular Pixel Puzzles franchise

Created by Matt DC, the franchise already has over four million players around the world. Currently available on Steam, the series will also be available on PlayStation and Xbox formats going forward.

Pixel Puzzles Aardman (available on Steam) is the first licensing deal for the studio, which has said that working with brands will be a key focus.

The game features iconic scenes from Wallace & Gromit, Shaun the Sheep and more, boasting 26 free puzzles with piece counts ranging from 96 to 425.

Left:

Inset: A raft of activity is planned in support of the Fearless: Year of Shadow campaign.

Above: Pixel Puzzles Aardman is the first licensing deal for Sunset Sugar Studios.

Below: Tomb Raider I-III Remastered includes Lara Croft’s original three adventures.

Bits + Pixels welcomes Tomb Raider franchise

Video games developer, Crystal Dynamics, has signed video game and geek culture specialist agency, Bits and Pixels, to represent Tomb Raider products for merchandise licensing.

Tomb Raider I-III Remastered – which launched on 14 February on console and PC – allows players to experience Lara Croft’s original three adventures, lovingly restored with upgraded visuals, complete with all expansions and secret levels.

“As a boutique agency specialising in video game and geek culture brands, and as avid gamers ourselves, we couldn’t be more excited to be working with a franchise of such undeniable significance both within the gaming industry and across wider pop culture,” commented Sandra Arcan from Bits + Pixels

BAFTA Games winners named

The BAFTA Games Awards – this year hosted by Phil Wang at the Queen Elizabeth Hall in Londoncelebrated the very best games of the past year and the people who made them.

Larian Studios’ Baldur’s Gate 3 was the big winner of the night – it won four BAFTAs: Best Game, Music, Narrative and Performer in a Supporting Role for Andrew Wincott, plus the EE Players’ Choice Award. Survival game, Alan Wake 2 picked up a brace for Artistic Achievement and Audio Achievement, as did Super Mario Bros. Wonder for Family and Multiplayer. Puzzle video game, Viewfinder picked up British Game and New Intellectual Property.

Nadji Jeter won Performer in a Leading Role as Miles Morales in Marvel’s Spider-Man 2; narrative cooking game, Venba won Debut Game; action roleplaying game Cyberpunk 2077 won Evolving Game; The Legend of Zelda: Tears of the Kingdom won Technical Achievement; and tropical open world adventure, Tchia won Game Beyond Entertainment, the category for games with a social purpose.

Rhythm-based action game, HI-FI Rush won Animation, while adventure RPG Dave the Diver won Game Design.

Disney invests in Epic Games

The Walt Disney Company and Epic Games are to collaborate on an all-new games and entertainment universe that will further expand the reach of Disney stories and experiences.

In addition, Disney will also invest $1.5 billion to acquire an equity stake in Epic Games alongside the multiyear project.

The new persistent universe – which will interoperate with Fortnite – will offer a multitude of opportunities for consumers to play, watch, shop and engage with content, characters and stories from Disney, Pixar, Marvel, Star Wars, Avatar and more.

Powered by Unreal Engine, players, gamers and fans will be able to create their own stories and experiences, express their fandom in a ‘distinctly Disney’ way and share content with each other.

IPs and games team up to save the planet

Disruptive not-for-profit PlanetPlay is providing compelling proof that brands and video games can come together to successfully deliver green activations that not only help to save the planet, but also provide engaging experiences for players and create new audiences.

It recently delivered a strategic partnership with Latin artist J Balvin and SYBO’s popular Subway Surfers game. A portion of the proceeds from Balvin's in-game character purchases were donated through PlanetPlay's platform to Kenya's Hongera Clean Cookstove Project, a non-profit that aims to mitigate CO2 emissions with the distribution of clean and energy-efficient cookstoves to regions in Kenya.

In addition, limited edition t-shirts featuring special designs inspired by J Balvin and the collab were made available through the official PlanetPlay storefront and bundled with a variable carbon emissions reduction starting at a minimum of 100 kg CO2.

PlanetPlay also teamed up with Lockwood Publishing, creator of mobile metaverse experience Avakin Life, and GRAMMY-nominated recording artist, entrepreneur and philanthropist Fat Joe to promote eco-consciousness among the game’s player community.

Above: Avakin Life and Fat Joe promoted eco-consciousness among the game’s player community.

Elite forces

With a 30+ year heritage, independent British studio Rebellion has successfully expanded into publishing, film, TV and merchandise, and has some of the best IP in the business. Now, with a new and expanding consumer products team in place, Rebellion is eyeing growth into a new realm. LSB finds out more.

right time for the company to strengthen its presence through licensing, she says: “Rebellion is the home to so many incredible, established brands. The likes of Judge Dredd, Rogue Trooper, Sniper Elite, Zombie Army, and Monster Fun with loyal fanbases that are heavily invested. We want to provide the fans with even more touch points to engage with the brands and characters that they love. By carefully matching the products to the requirements of the audience we feel we can create something for everyone.”

Rebellion – founded by brothers Chris and Jason Kingsley, both of whom were awarded a CBE – is home to a number of established brands, all with loyal fan bases that are heavily invested. While Rebellion has several different categories

in the market covering consumer products –including board games and publishing (which Rebellion manages in-house), collectables and apparel – there are many opportunities for growth working with external licensees and partners, as Victoria explains.

“The Rogue Trooper movie, which was recently announced, will be massive for Rebellion moving forwards,” she says. “Rebellion sees a lot of potential

Inset: Sniper Elite is Rebellion’s flagship video games series.

Bottom: Victoria Justice, consumer products director.

Inset: Rebellion sees potential around the entire 2000 AD catalogue.

in the entire 2000 AD catalogue, particularly around some of the more popular character, Rogue Trooper and, of course, Judge Dredd. There is so much we can do with those amazing characters, worlds and stories. Meanwhile on the video game front we will be focusing on the Sniper Elite and Zombie Army IPs, and not forgetting the fabulous kids IP, Monster Fun.”

Victoria joined Rebellion last year, bringing with her some 20+ years of experience in the entertainment business including 10+ years at Activision Blizzard, as well as roles at Mind Candy and THQ. Victoria is joined by former SEGA executive Toby Rayfield (senior consumer products manager); Stuart Wills (consumer products and ecommerce manager); and Reece Molyneux (consumer products and ecommerce assistant). The team is looking to develop Rebellion’s presence across licensed product and ecommerce including the Rebellion store.

“Rebellion wants to provide fans with even more touch points, allowing fans to engage with the brands and characters that they love,” Victoria continues. “There are so many opportunities right

Who is Rebellion?

now, working across a wide range of categories including collectables, toy, trading cards, peripherals, apparel, art, homeware, music and audio, and food and beverage. Rebellion is also working on brand partnerships and fashion collaborations. Pretty much everything is on the table at this point.”

After making its debut in 2023, Rebellion will be returning to Brand Licensing Europe in September with a much bigger presence. Rebellion will also have a stand at Licensing Expo, sharing with Striker Entertainment. Rebellion will also have a presence at San Diego Comic-Con and Gamescom.

The mission for Victoria and the team is simple, it’s all about the fans and the communities. “We want to work with partners in developing great products that excite and engage fans, and for this we need to sign partners who want to join us on this incredible journey.,” Victoria concludes. “It’s all about the product, we want to build brands for the future. We believe there is a gap in the market to create something new for retail, something that has never been done before.”

Rebellion was founded in 1992 by brothers Jason and Chris Kingsley. Since then, it has grown to be one of the world’s most successful independent studios and operates across video games, film, TV, books, comics, boardgames and merchandise.

In games, the flagship Sniper Elite video game series is renowned for its authentic stealth and sniping gameplay with more than 30 million players worldwide, while Rebellion also owns the Zombie Army and Evil Genius IP, along with a huge number of other games licences.

Rebellion is also the publisher of the legendary comic book anthology 2000 AD, the home of Judge Dredd, Monster Fun and Roy of the Rovers. The celebrated publishing catalogue extends back over 130 years.

In 2019 Rebellion opened its dedicated film studio, welcoming both feature film, TV, and triple-A video game shoots, many serviced by the renowned motion-capture company Audiomotion.

Inset: The Zombie Army franchise will be another key CP focus for the company.

Brand Licensing at The National Gallery, London

The National Gallery is one of the greatest art galleries in the world. Founded by Parliament in 1824, the Gallery houses the nation’s collection of paintings in the Western European tradition from the late 13th to the early 20th century. The collection of over 2,300 paintings includes works by Artemisia Gentileschi, Bellini, Cézanne, Degas, Leonardo, Monet, Raphael, Rembrandt, Renoir, Rubens, Titian, Turner, Van Dyck, Van Gogh and Velázquez.

On May 10th, 2024, we come together to start celebrations of the National Gallery’s Bicentenary – marking 200 years of bringing people and paintings together. We’ll celebrate our past and look forward to our future with a year-long festival of art, creativity and imagination as we enter our third century.

We invite everyone to join the celebration as part of an ambitious programme of events and exhibitions that extends from the Gallery into Trafalgar Square, across the nation, and to the world. From seeing a real work in the context of local museums or galleries to enjoying a dive into the virtual history of the nation’s collection, everyone can find new ways to connect with art.

We are delighted to announce one of our first collaborations for our Bicentenary with The Royal Mint. A collectable £2 coin to celebrate 200 years of the National Gallery. Available in Gold Proof, Silver Proof, Silver Proof Piedfort and Brilliant Uncirculated editions. Skilfully designed by Edwina Ellis, depicting the portico columns of National Gallery building at the centre of the design,

and an edge inscription ‘MAIORVM GLORIA

POSTERIS LVMEN EST’ inscribed in the Wilkins Building of the Gallery, translated as ‘The glory of our ancestors is a light to our descendants’, conveying the notion that the great artists of the past inspire those of the future, a founding principle of the National Gallery.

Our exciting collaborations continue with Dr. Martens in our 200th year. Following the successful range in 2022, inspired by the Impressionists and Impressionist paintings, this new range has been developed taking inspiration from Harmen Steenwyck’s painting An Allegory of the Vanities of Human Life (about 1640), and his take on the Dutch vanitas movement, still life art with hidden details and symbolic imagery. Images of the painting are applied onto 3 well-known DM’s silhouettes: the 1460 boot, the 1461 shoe and the leather backpack. Signature DM’s features form the foundation of the modified styles: yellow welt stitching, robust leather, original soles. Each style is finished off with surrounding black undertones and antique gold hardware. Engineered for the art enthusiasts, resonating the meanings and connotations of the painting with an

alternative approach to art and ideology reflecting what DM’s stands.

Also new with us during our 200 year anniversary are Marmalade of London producing a beautiful range of candles and home fragrances, Art for Art’s Sake developing luxury gift boxed sunglasses, Charbonnel & Walker launching a range of luxury chocolates and Gardiners of Scotland launching delicious boxed fudge.

It is an exciting time to join us during our milestone occasion by becoming part of our licensing programme. With multiple opportunities to access and apply images of some of the best-loved paintings ever created, across all major products categories, services, and experiences.

For more information about licensing at the National Gallery contact: melanie.humberstone-garley@ nationalgallery.org.uk

For more information about our highly anticipated Bicentenary programme visit nationalgallery.org.uk/about-us/ng200programme

Image

© Dr. Martens

Launched in Spring 2024, The Museum & Heritage Book is distributed in print and digital format to retailers, licensees of museum & heritage merchandise and museum & heritage brands, as well as at key licensing trade shows including Brand Licensing Europe.

SCAN HERE TO READ:

The publication comes from the licensing stable of Max Publishing – the team has over 50 years’ experience in the licensing industry, and also owns and organises The Licensing Awards and The Brand & Lifestyle Licensing Awards, as well as publishing The Licensing Source Book, The Licensing Sports Book and LicensingSource.net, as well as an array of other market leading titles.

Editorially the Licensing Museum & Heritage Book covers all areas of museum and heritage licensing including heritage institutions, museums, gardens, estates, charity and historic brands (50 years plus).

shone a spotlight on a sector which has truly hit its stride - the sheer diversity of brands that are championing their IP across a raft of consumer products is truly impressive. Hosted by Cally Beaton, some 400 executives headed to the Royal Lancaster London to celebrate the achievements of the past 12 months and for an afternoon of networking. LSB offers a flavour of the event before highlighting the winners.

Above: The glittering trophies, lined up and waiting for their owners.

Right: Perfetti Van Melle’s Mentos brand sponsored the menus.

Far right: Biscuiteers’ collaboration with the Natural History Museum was a hit on the tables.

Left: Legendary fashion designer Jeff Banks wowed the audience with his fantastic pre-lunch speech.

Right: RHS provided the stunning table centrepieces.

Inset: Cally Beaton ably took charge of proceedings for the afternoon.

Left: Acoustic rock band, Moondance kept guests entertained while lunch was being served.

Top: Sara Miller and her teamed were overjoyed with their award win for Best Licensed Fashion or Talent Brand.

Right: Lisle Licensing and guests posing up a storm.

Right: SEGA and guests certainly let their hair down!

Left: Mandy Grealish with Laura Ashley’s trio of trophies.

Right: Guests from Brand Alliance, Hunter Price, Jazwares and Lisle were all smiles at the drinks reception.

Right: Moonbug’s Talia Tester with Bioworld International’s head of licensing, Richard Radford.

Above, left and right: There were lots of happy smiling faces throughout the course of the afternoon!

Left: The raffle was overseen by BLE’s head of retail Laura Freedman-Dagg and Jeff Banks.

Right: POC’s Helena Mansell-Stopher with guests and friends.

Inset: Max Publishing’s Rob Willis with Francesca Lisle (far left) and the Style Sisters.

Left: Rebecca Sherwood, commercial and retail manager of Lisle Licensing announced the winner.

Right: (second left-right) Leonie Goodman and Jessica Dodd, category manager and associate retail franchise manager of Hasbro collected the trophy on behalf of Anya Hindmarch from Rebecca Sherwood of Lisle Licensing, sponsor of this award.

(second left-right) Ian Craddock, Kelly Smith and Hayley Napier from McCormick’s marketing and R&D team collected the trophy from Gabrielle Sims from Sanderson Design Group, sponsor of this award.

Left: Gabrielle Sims, Sanderson Design Group’s director of partnerships and licensing did the honours by announcing the winner.

Left: Lou McArthur, licensing director of Hearst UK had the pleasure of opening the gold envelope and announcing the winner for this category.

Far right: Jordan Crozier, senior manager of client services for Europe from Brandgenuity (the licensing agent for Hawaiian Tropic) collected the trophy on behalf of Designer Parfums from Lou McArthur, category sponsor of Hearst UK.

Right:

BEST BRAND LICENSED ADULT APPAREL PRODUCT OR RANGE

Sara

Right: (second left-right) Brand Alliance’s Steve Collier, Rob Broadhurst and Simon Hills went on stage with Coca-Cola’s Jackie Duffy to collect the trophy from Sara Miller, founder and creative director of Sara Miller London, sponsor of this category.

BEST BRAND LICENSED GIFTING PRODUCT OR RANGE

Left: Mel HumberstoneGarley, acting head of brand licensing for The National Gallery at the lectern ready to the announce the winner.

Far right: Paul Sacki, managing director of Jakar International, distributor of Caran d’Ache was delighted to receive the trophy from Mel Humberstone of The National Gallery, the sponsor of this category.

WINNER

Right: As sponsor of this category, Natural History Museum’s Maxine Lister (far right) presented the trophy to Spode’s Gemma Harper (third-right), who went on to the stage with (second left-right) Dani Gisbourne, Gabrielle Sims and Liz Bonnert, all from Sanderson Design Group, which licences Morris & Co.

Right:

Miller, founder and creative director of Sara Miller London was delighted to announce the winner.

Right: Maxine Lister, head of licensing at Natural History Museum just about to announce the winner.

sponsored by

sponsored by

Left: Start Licensing’s director Ian Downes did the honours by announcing the winner.

Right: Mandy Grealis, business account manager of Laura Ashley danced her way onto the stage to collect the trophy on behalf of Mamas and Papas from Start Licensing’s director Ian Downes, the sponsor of this award category.

Right: She had hardly time to catch her breath before Mandy Grealis, business account manager of Laura Ashley was back on stage to collect the trophy on behalf of MY VQ from Adam Bass, director of Golden Goose, sponsor of this award category.

Above: Adam Bass, director of Golden Goose did the honours with the winner’s announcement.

Left: Richard Pink, managing director of Pink Key Licensing announced the winner..

Far right: As category sponsor, Richard Pink, managing director of Pink Key Licensing presented the trophy to Dunelm’s (second right-left) Jo Seddon, Kristin Brown and Anna Landi.

Right: Mirna Keshishian, business development director of CAA Brand Management was at the lectern to announce the winner.

sponsored by

Right: As sponsor of this category, CAA Brand Management’s Mirna Keshishian (far right) presented the trophy to Homebase’s Sarah Bougourd and colleague Lilian Ephgrave (second left) who went up to the stage with Hearst UK’s Lou McArthur (third left) and Elspeth Monro-Smith (second right).

Left: Helena Mansell-Stopher, founder and ceo of Products of Change was all smiles as she announced winner of this B&LLAs award.

Far right: (centre) Marijn Veraart, Van Gogh Museum’s head of global partnerships and licensing was delighted to collect the trophy on behalf of Cariuma along with (second right) Chris Taday, and Ian Wickham, co-founders of Licensing Link Europe (the licensing agent for the Museum for UK and Ireland), from Helena Mansell-Stopher of Products of Change, sponsor of this award.

Van Gogh Museum Sneaker Collection FROM CARIUMA

Right: Beanstalk’s vice president and co-head of brand development Serena Sibbald did the honours at the lectern.

Right: Primark’s licensing manager George Birtchnell was proud to accept the trophy by Serena Sibbald from Beanstalk, the sponsor of this award category.

sponsored by

BEST DEPARTMENT STORE OR MIXED

by

Left: Maria Stuff, licensing executive of Metrostar ready to announce the winner.

Right: Boots’ assistant eCommerce trading manager, Sally Chadwick (second right) and (second left) Sasha Spitzmuller, ecommerce trading assistant were delighted to be presented with the trophy by Maria Stuff of Metrostar, sponsor of this award category.

BEST SUPERMARKET OF LICENSED BRANDS

Iceland

sponsored by

Right: Jamie Sloan (centre) exclusive brands account manager of Iceland Foods collected the trophy from Phil Cooke of The Smiley Company, sponsor of this award category.

sponsored by

Left: Aisling Williams, Brandgenuity’s senior manager of licensing sales – Europe at the lectern ready to reveal the winner..

Far right: (centre) DFS’ brands manager, Beth Broadhead made her way to the stage to collect the award from (far right) Aisling Williams of category sponsor Brandgenuity. Joining them on stage from Hearst UK were Lou McArthur (second right) and Charlotte Post.

Above: Phil Cooke, managing director of The Smiley Company announced the winner. sponsored

Van Gogh Museum

Right: Greg McDonald, business development and account director of Brand Licensing Europe was ready to announce the winner.

Above: Hyve Group’s event director, Soraya Gadelrab announced the winner.

Right: Paul Coleman, design director of Poetic Brands did the honours in revealing the winner.

Right: Marijn Veraart, Van Gogh Museum’s head of global partnerships and licensing was delighted to be presented with the trophy by (far right) Greg McDonald of BLE, sponsor of this award category. Marijn went on stage with Chris Taday (second right) and Ian Wickham, co-founders of Licensing Link, licensing agents for the Museum in the UK and Ireland.

Above: The stage filled with happy smiley faces as Hearst UK’s (second left-right) Charlotte Post, Louise Pearce, Lou McArthur and Elspeth Monro-Smith came up to collect the trophy from Soraya Gadelrab from Spring Fair, sponsor of this award category.

Right: Making it a hat trick for Laura Ashley’s business account manager, Mandy Grealis collected the trophy from Paul Coleman of Poetic Brands, sponsor of the award category.

BEST LICENSED

FOOD OR BEVERAGE BRAND

sponsored by

Left: Chantelle White, event manager of London Stationery Show announced the winner..

Right: (second left-right) Beanstalk’s Katie Hall, Natasha Holford-Edwards and Serena Sibald went on stage to collect the award from Chantelle White of London Stationery Show, sponsor of this category.

LICENSED FASHION OR TALENT BRAND

sponsored by

Right: A delighted Sara Miller, founder and ceo of Sara Miller London holds the trophy that was presented to her by Ian Woods of Seminal, sponsor of this category (far right). Sara went on stage with her colleagues (second left-right) Fiona Diamond, Emma Shooter, Rachel Leathers, Essie Morrish and Sarah Papadopoulos.

THE B&LLAS RISING STAR AWARD

sponsored by

Gilding Sara Miller London

Left: Licensing International’s head of global marketing and UK managing director, Steve Manners announced the winner of this award.

Right: Having only recently been promoted to Iceland’s head of licensing and innovation, (centre) Oliver Gilding is most definitely a Rising Star. He was presented with the trophy by Steve Manners of Licensing International, sponsor of this award.

Above: Seminal’s head of consumer products, Ian Woods readies to announce the winner.

BRAND LICENSING AMBASSADOR 2024

WINNER

Louise French

sponsored by

An excerpt of the speech delivered by Jakki Brown, managing director of Max Publishing which announced Louise as the recipient of the 2024 Brand Licensing Ambassdor award…

“The Brand Licensing Ambassador Award was conceived to honour an individual who has made their presence felt in the brand licensing sector. They can be a brand owner, licensor, retailer, licensee or supplier, but the main criteria has always been that they have contributed greatly to the evolution of brand licensing.

Well, the special person we honour today is someone has not just met that criteria, but has truly smashed it, not only spotting the potential of a rich seam of what was then largely untapped IP, but seeing it brought to fruition with style, care, passion and integrity.

Their pathway into the brand licensing world was via fashion and retailing. Little did they know back then that the huge experience they gained from working with some of the top players in the USA, Asia and Russia as well as the UK was to prove a perfect precursor to bringing their innate skills in marketing, strategic thinking, product development and visual storytelling into what was at the time, an embryonic brand licensing arena.

It was in 2002 that they joined a global licensing agency and the ensuing two decades has seen them champion brand licensing with a passion across FMCG, automotive, lifestyle and fashion brands, leading pitches for new clients (and invariably clinching them) by sharing a vision of how they could unleash their licensing potential, and then heading up the team to make it all happen.

Not only that, but they have relished breaking new ground with a positive can-do attitude. They were a pioneer in unlocking the potential of food and drinks brands as well as recognising seamless ‘fits’ to extend household brands into allied products through licensing, many of which have featured in the finalists’ and winners’ roll call of the B&LLAs each and every year.

At work, they are revered internally for setting the bar for excellence, sustainability and community-responsibility, vocally supportive in the company’s membership of Products of Change and instrumental in forging links with a local school to give the kids a really valuable office experience.

That said they also have a huge sense of fun and are a key instigator of company nights out.

There are some people who scream and shout to be seen and heard, today’s winner is not one of those, but neither are they a push over. Believe me, I know.

In fact, it was their constructive criticism of our Licensing Awards, eloquently highlighting how brand licensed collaborations were not receiving their just rewards that greatly contributed to our decision to launch the B&LLAs in the first place, so we owe you!

But you receive this award on your own merits, and some.

It gives me enormous pleasure to announce that the Brand Licensing Ambassador of the Year 2024 award goes to Louise French, Beanstalk’s SVP of business development and operations.”

Right: Denise Penn, managing director Octane5 Brand Comply at the lectern..

Left: Rightfully proud. Louise French (centre), was presented with the trophy by Denise Penn of Octane5 Brand Comply, sponsor of this prestiguous award..

Below: Louise French made a very eloquent off the cuff speech, paying tribute to her colleagues, clients and the industry.

It’s set to be a bumper summer of sport, with the Paris Olympic Games and the men’s UEFA Euro 2024 just two of the major tournaments taking place. LSB takes a look at some of the activity in the sports licensing space so far this year.

Team players

Team GB gears up for Paris 2024 Olympic Games

With the countdown on to the Paris 2024 Olympic Games, Team GB is gaining momentum with a raft of new licensees joining its retail and ecommerce programme.

Supported by The Point.1888, Team GB’s retail-first brand extension agent, the programme will deliver a range of products that aim to capture the spirit and energy of Team GB and help increase the brand’s presence in different categories and retail channels. New licensees include Mappin & Webb (luxury jewellery); The Royal Mint (collectables); VOW Nutrition (nutrition products and water bottles); Brompton Bicycle (fold up bikes); Hy-Pro Sports (sports equipment); Micro-Scooter (scooter specialist); Aurora World (plush and gifts); Brecrest Sports (baby apparel); Fashion UK (apparel and accessories); MBI (high end collectors’ toys); OddBalls (underwear); BB Designs (stationery and gift); Gibson Games (games and puzzles); Hachette Children’s Group (search and find book); and You Are the Star (personalised children’s publishing specialist).

Team GB licensing and retail lead, Amber Jeffries Keel, said: “Team GB has a long-standing history in licensing, but we’re always impressed with the fresh ideas and opportunities that The Point.1888 brings to the table. Their approach helps us expand our presence and work with new licensees to delight our fans. We can’t wait to see these exciting new products as the nation rallies together to support our team.”

Jonah Lomu ready to enter the licensing line out

Licensing Link Europe has been appointed the agent in the UK and Ireland for the Jonah Lomu Estate

The boutique licensing agency has been awarded the licensing rights to the LOMU JONAH 11 brand.

Working closely with Thierry Devonin of France-based OBLL, Licensing Link Europe will offer a comprehensive licensing and collaboration programme. With the full support of the estate through Nadène Lomu and her two sons Brayley Lomu and Dhyreille Lomu, ensures that this partnership will honour the iconic rugby player’s memory in the most fitting way.

In addition, Thierry Devonin and Nadène Lomu have granted a five-year textile licence to French rugby legend Sébastien Chabal, who is launching a wide range of clothing in over 300 retail outlets in France.

The Licensing Link Europe team is now actively exploring various categories to celebrate Jonah’s legacy including apparel and sports equipment.

Retro gear partners from Jonah’s playing days will create authentic products for fans; the technology space will see innovative products inspired by his spirit and determination; there will be health and wellness offerings; plus travel experiences that evoke the emotion of the game and the global impact of Jonah.

Above: Licensing Link Europe is actively exploring various categories for Jonah Lomu.

Inset: The Paris 2024 Olympic Games begin on 26 July.

Laver Cup teams with Fanatics

Tennis tournament, The Laver Cup has scored a new retail and merchandising partnership with Fanatics.

Under the multi-year deal, Fanatics will make available a new range of Laver Cup merchandise for fans across the globe, working closely with event organisers in the creation, production and sales of the products.

The initial range of merchandise will be introduced later this year at the seventh edition of the Laver Cup, taking place in Berlin at Uber Arena from 20-22 September 2024.

The three-day Laver Cup competition pits six of the best men’s players from Europe, captained by tennis legend Bjorn Borg, against six leading players from the rest of the world, led by Bjorn’s professional rival, John McEnroe.

Played on a dramatic black indoor court, the Laver Cup debuted in Prague in 2017 and since then has rotated destinations between Europe and the World, staged in Chicago (2018), Geneva (2019), Boston (2021), London (2022) and Vancouver (2023).

San Francisco was recently named as the 2025 host city.

F1 and Topps ink long-term renewal

Formula 1 has confirmed a multiyear renewal of its partnership with Topps owned company continue as the official licensee of Formula 1 trading card and sticker collections

Building on the successful partnership that began in 2020, Topps will continue to produce trading card and sticker ranges featuring drivers from the current season of F1, F2 and F3. 2024 will also see new hobby collections added to the range and the continuation of the popular Formula 1 Turbo Attax collection which offer fans of all ages an opportunity to collect and engage with F1 on and off the track.

Topps will attend multiple Grands Prix across the 2024 FIA Formula One World Championship, beginning at the Formula 1 Qatar Airways Austrian Grand Prix 2024. At track, fans will have the chance to collect exclusive cards, get their hands on the latest collections and immerse themselves in experiential activations which bring the partnership to life.

Fanatics is also the official e-commerce and manufacturing partner of Formula 1, having operated the official online F1 Store since 2018.

Umbro marks 100 years

The Umbro brand helped to mark its 100th anniversary with a dedicated archive exhibition at the University of Westminster in London’s Marylebone.

Umbro 100: Sportswear x Fashion Exhibition –Westminster Menswear Archive took place in April and explored 100 years of British sportswear and its influence on fashion.

Curated by Professor Andrew Groves and Dr Danielle Sprecher, it was presented in five sections – Manchester, England, Tailored, Replica and Diamond.

The exhibition pointed to Umbro’s collaboration with Paul Smith in 2002 as the start of the now ubiquitous trend for sportswear companies collaborating with fashion brands and designers.

Examples from collaborations with brands and designers including Christopher Raeburn, Supreme, Palace and Vetements among others were on display, while there were also archive football shirts from Manchester United, Manchester City, Ajax, England and Scotland, as well as sportswear from 1936 to the present day, including items created for athletics, boxing, hockey and basketball.

Castore scores with FC Zurich

Premium performance sportswear specialist, Castore has secured a multi-year partnership with FC Zurich

The new multi-season collaboration sees Castore becoming the club’s Official Kit Partner for the 20242025 season onwards.

Castore believes that the partnership signifies its ‘ongoing commitment’ to worldwide football, continuing its upwards trajectory with further expansion throughout Europe.

“We are thrilled to be collaborating with FC Zurich as Official Kit Partner,” commented Tom Beahon, co-founder of Castore. “The partnership marks our entry into the Swiss market, further expanding our presence throughout Europe. The club’s relentless and competitive mentality echoes Castore’s reigning ethos ‘Better Never Stops’.”

FC Zurich won their last title in 2021 and are currently standing in fourth place in the Credit Suisse Super League with a chance to qualify for an international tournament in the 2024-2025 season. The women’s team – FC Zurich Frauen – are reigning champions standing as the most successful team in the country. Currently they hold second place in the Swiss Women’s Super League.

Right: Castore has become the club’s Official Kit Partner for the 2024-2025 season onwards. Above: The F1 and Topps relationship will welcome new products.

Above: Examples from collaborations with brands and designers were included in the exhibition.

IMG slam dunks Harlem Globetrotters deal

The Harlem Globetrotters – famous for fusing sport and entertainment – have signed with IMG to further develop the brand in anticipation of its 100th anniversary milestone in 2026

Under the new deal, IMG will draw inspiration from the legendary team’s history and iconic brand identity to develop a wide range of products and experiences from toys, collectables and memorabilia, to publishing and video games. Equally, the agency will be seeking an official outfitter and footwear partner to carry the Harlem Globetrotters into the next century.

“I can’t count the number of ‘firsts’ that have marked the history of the Harlem Globetrotters, not least of which their dazzling style of play which anticipated by many years the dynamism we see from the best players in the modern NBA,” said Bruno Maglione, president of IMG’s licensing business. “From the largest attendance ever at a basketball game, to iconic players like Wilt Chamberlain, to being the only team ever admitted to the Basketball Hall of Fame, the richness of their legacy is unparalleled and more relevant than ever. We will be looking both forward and back as we celebrate the story of this legendary franchise with products and brand partners.”

Panini tees off with exclusive LIV Golf

Professional men’s golf tour, LIV Golf has secured a multi-year partnership with Panini, which sees the company become the exclusive trading card partner for the league.

As the first-ever official trading cards for professional team golf, Panini will develop a new series of products never before introduced to fans and collectors across the globe.

The partnership also marks Panini’s first entry into golf for trading cards.

Panini’s inaugural line of golf products will include physical trading cards featuring match-worn memorabilia and authentic autographs from LIV Golf players. The company is planning to introduce the first LIV Golf trading cards with its popular Prizm and Impeccable brands.

In addition, Panini will launch a LIV Golf Panini Instant card programme where real-time cards will be released after tournaments, highlighting some of the winning moments and memorable shots.

England Rugby scrums down with Looney Tunes

England Rugby Union and Fanatics have teamed up with Looney Tunes on a new limited edition collaboration.

A new collection of hoodies and tees for England Rugby fans of all ages launched in April at www.englandrugbystore.com and features Looney Tunes’ characters Bugs Bunny and Taz.

The activity was part of ACME Fools, a monthlong celebration of all things Looney Tunes which ran throughout April.

Activity is taking place across the globe, but also in the UK, TNT Sports presenter Reshmin Chowdhury and Eurosport broadcaster Radzi Chinyanganya will receive a crate full of Looney Tunes goodies – available from WB Shop UK, Mad Beauty and Primark – ready to take on a hilarious new workout with the ACME bootcamp, which they will be supporting across their social channels.

Man United and adidas launch Stone Roses collection

Manchester United, adidas and the Stone Roses are fusing football, fashion and music inspired by the iconic ‘Madchester’ era in a new collaboration.

At the heart of the collection is the Manchester United x Stone Roses Originals Icon Jersey, a tribute to the cover of The Stone Roses’ self-titled debut album, released in 1989.

The bold and unmistakable design, crafted by guitarist John Squire, adorns the jersey with the red, white and blue adidas three stripes on the sleeves and the golden lettering of ‘The Stone Roses’ inside the collar.

The Manchester United crest is creatively adapted, featuring the words ‘This is the One’ and two lemon slices replacing footballs on either side. The signature adidas trefoil in red completes the look.

The lifestyle component of the collection boasts a black tracksuit, black shorts, long-sleeve t-shirt, scarf and the quintessential bucket hat – all featuring the adapted United badge and the Stone Roses lemons.

The on-pitch representation includes a pre-match jersey and reversible anthem jacket, meanwhile.

James Holroyd, chief commercial development officer at Manchester United, said: “This collection recognises our joint histories in a way that connects with both older fans and the new generation of supporters.”

Above: The partnership marks Panini’s first entry in golf for trading cards.

Right: The new collaboration fuses football, fashion and music.

Above: The limited edition collection stars Bugs Bunny and Taz.

Eup big

very once in a while, a character strikes a cord with consumers across all ages and demographics. Sometimes you can spot what’s going to appeal, but more often than not, the fervour seemingly comes out of the blue.

While the growing trend for Disney’s Stitch can be traced back to 2016 by some licensees LSB spoke to for this special focus, the majority really noticed that the quirky, mischievous bright blue extra-terrestrial was having something of a ‘moment’ 12 to 18 months ago.

Speaking to Tony Youngman, director UK retail at Disney Consumer Products EMEA, Sarah Jackson, Primark’s director of licensing, and a variety of licensees across key categories – from Craft Buddy to

Wow Stuff – all have their own theories on why Stitch has been enjoying such a resurgence.

High on the list is the part that social media has played in amplifying fans’ appreciation of the character. Stitch’s innate humour appeals to Gen Z, while he has also found a renewed fan base among teens and young adults, with many of the latter having watched the original Lilo & Stitch movie back in 2002.

Plus, in a world which now outwardly celebrates people’s differences, Stitch’s values are spot on and have found synergy with Gen Z’s outlook focusing on inclusivity and acceptance.

All of this has meant that Disney has been able to broaden the consumer products programme – as you will see from the featured licensees on pages 119-125 – and its activity at retail.

And there is more to come, too, thanks to a new movie and plentiful seasonal product innovation. So read on, and say ‘Aloha’ to Stitch…

Above: The Lilo & Stitch animated feature film burst onto screens back in 2002.

The LSB Team Samantha Loveday, Ian Hyder, Rob Willis and Mark Grayson.

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Fans across the globe have been saying ‘aloha’ to Stitch in their droves over the past 12-18 months, as the character has enjoyed a real resurgence in popularity. Samantha Loveday catches up with Tony Youngman, director UK retail at Disney Consumer Products EMEA, to find out more.

Alien nation

The Lilo & Stitch animated feature film burst onto screens way back in 2002 and, while the characters never really went away, the last 12 months has seen Stitch in particular surge in popularity.

So what was the catalyst for Stitch suddenly appearing seemingly everywhere?

“You could say the main catalyst was time,” Tony Youngman, director UK retail at Disney Consumer Products EMEA, tells LSB.

“The last few years have seen a real resurgence in the popularity of Stitch, as audiences who enjoyed the 2002 film as children come of age and rediscover their love for the franchise.

“True to form with Gen Z, social media has also played a huge part in amplifying fans’ appreciation of Stitch. It provided a platform for people to share their love of the character, starting with the significance of 626 which has evolved over time into its own calendar moment celebrating Stitch fandom.”

It seems that Gen Z has certainly been a key driver, with Tony explaining that while Stitch’s innate humour makes him an obvious favourite with kids, the character has also found a renewed fan base among teens and young adults.

“The nostalgia trend has really taken hold among this demographic, and tends to be characterised by a sense of familiarity and comfort found from stories and characters they associate with childhood. This affinity combined with the generation’s emerging purchasing power points to further growth. There are also strong synergies between Stitch’s values around celebrating people’s differences, and Gen Z’s outlook which centres on inclusivity and acceptance.”

Above: Since launch, LEGO Stitch has been performing exceptionally well and has high consumer appeal.

Above: Funko is launching a new line of Stitch in Costume Pop! which will see the character embrace an even wider range of dress-up.

Right: Tony Youngman, Disney Consumer Products EMEA.

Aloha Stitch

“The Lilo & Stitch animated feature film burst onto screens in 2002, and audiences immediately warmed to Stitch’s huge personality, sense of adventure and endless potential for mischief,” says Tony.

“Stitch also starred in three animated sequel movies and Lilo & Stitch: The Series; and over the years we’ve seen him pop up (and cause havoc) in several other Disney animated shows. This adaptability is a theme that has translated brilliantly into the product space, particularly with Stitch in costume.”

From a consumer products perspective, engagement from a slightly older age group has prompted Disney to experiment with a broader range of categories. For example, product wise it has been exploring everything from homeware to apparel and health and beauty. A Stitch in Paris Valentine’s range from George at Asda was supported from the Disney side with a dedicated influencer programme, receiving great social engagement and some outstanding product sales, says Tony. “Elsewhere in the homeware space we’ve worked with some incredible creatives such as the BRITTO team, who designed a range of eyecatching statues of Stitch that perfectly reflect his colourful personality.”

The approach across retail and all consumer touchpoints is all about having fun, Tony continues, “encouraging people to embrace Stitch’s ethos and stay weird – and of course the all-important focus on the power of Ohana, whether your family is one you’re born into or that you adopt along the way.”

In the UK, there are collections with every major retailer in the market, covering multiple categories, with Primark in particular enjoying huge success with the first dedicated Stitch pop-up instore cafés in the UK. And there’s more to come. “We don’t want to spoil the surprise, but you can expect to see Stitch featured across a breadth of retailers, from grocers to toy specialists and fashion,” hints Tony. “2024 promises to be the summer of Stitch, particularly in the lead up to 626 day, and you’ll see UK retail events tying into the animated film, and amplification across channels. Stitch will be part of our holiday plans at

retail, and consumers can expect lots of seasonal product innovation across other calendar moments like Halloween – reflecting Stitch’s versatility and playfulness.”

New product will range from wooden climbing frames and animatronics, through to games and puzzles, plus a new range of Stitch in Costume Pop from Funko to name just a few.

Tony concludes: “Our main aim from a UK retail perspective is to continue our close collaboration with key partners on truly innovative products and retail opportunities. Stitch has so many elements to his character, we feel there’s lots yet to be explored with him in this space.”

Movie magic

“It would be an understatement to say we’re excited to see Lilo & Stitch return to our screens with familiar voices from the 2002 animated feature, plus a host of new stars,” says Tony. “Lilo & Stitch is such a beloved franchise, and the characters and story are so compelling; I personally can’t wait to see the remake and I know Stitch fans will agree.”

Tony is promising that the movie will bring Stitch into our world in a new way, diving deeper into different characters and their experiences while celebrating core elements of the original title, meaning that there are plenty more elements to explore with licensees and retailers.

Tony continues: “We’re so excited to bring Stitch to fans in new and creative ways, that will also reflect the new film’s focus on representing and celebrating Hawaii and Hawaiian language and culture.”

Inset: Stitch is popular across markets and key demographics in EMEA.

Destination Stitch

After major success with its biggest Stitch collection to date at the start of 2024, Primark is looking to continue to build momentum and establish itself as the home of Stitch at retail, says director of licensing, Sarah Jackson.

arlier this year saw Primark launch its biggest Stitch collection to date across a number of categories including womenswear, kidswear, accessories and homeware. And it’s fair to say it was a hit with Stitch fans.

“Stitch continues to be a key brand for us within our licence offering, and it’s been fantastic to see the momentum build with our customers,” says Sarah Jackson, Primark’s director of licensing. “The range really does resonate with our customers, and our kids clothing, accessories, adult loungewear and luggage options were all standouts.

“Another exciting moment this year was the launch of our Disney’s Stitch Surf Shack in five of our Primarket cafés in stores across the UK, which ran from January to March. The cafés offered a delicious menu inspired by the character, creating a memorable instore experience.”

customers. Equally, we have built an association with our customers as being the home of Stitch products and work hard to bring new and exclusive ranges at affordable prices to our stores to surprise and delight fans.”

And, while there are no spoilers as to what might be next for Experiment 626 at Primark, Sarah did confirm there are more launches to come.

Customer insights help to keep Primark ahead of the game in terms of what’s popular, with the retailer recognising the growing popularity of Stitch and launching its first collection featuring the extraterrestrial life-form back in 2016.

“Since then, we’ve seen our customer’s interest grow year-on-year and we are now seen as a true retail destination for Stitch fans across the globe,”

Sarah continues. “At Primark, we pride ourselves on offering something for everyone. We’ve seen that Stitch is a character that resonates with adults and kids alike, which is key to its popularity among our

“We are always working on what’s next for Stitch and our partnership with Disney, with more exciting launches to come, including an upcoming range with everything the family needs for a Stitch summer. We’re also gearing up for the launch of the Lilo & Stitch Movie.”

Sarah concludes: “We want to continue to establish ourselves as the home of Stitch, expanding our ranges in-store with the aim of becoming the number one destination for licensed products on the

street.”

high

Inset: Disney’s Stitch Surf Shack opened in five Primarket cafés in stores across the UK for a limited time.

Above: Stitch is a key brand in Primark’s licensed offering.

Above: Sarah Jackson, director of licensing, Primark.

Below: Primark has seen customer interest grow year on year for Stitch.

LSB asks a selection of licensees across various categories for their thoughts on the key to Stitch’s resurgence, product successes, new launches and how the character embedded himself in pop culture.

in time Stitch

The past eight years has seen the desire for Stitch product go from strength to strength says Enesco’s trade marketing manager, Aylish Ellwood. “Stitch products have performed exceptionally well over the past 12 months, however, we have seen this growing trend since 2016, when increased demand for Stitch came out of nowhere and really caught us all by surprise,” says Aylish.

Enesco offers a raft of different formats including general and flocked figurines, statement pieces, blind bags, homewares, money banks, seasonal, nightlights, plush, keyrings, plus a number of collaborations including artists Jim Shore and Romero Britto.

This summer will see the launch of a Disney Britto tableware collection featuring both Lilo and Stitch, which Aylish says will be a “real talking point” for any home. “We are confident love for Stitch will most certainly continue into 2025 and beyond, and our plan is to support our retailers with a consistent supply of exciting Stitch

products to meet the demand,” she adds. Stitch’s uniqueness, the fact he is a survivor and his strong friendship with Lilo all combine to give the character a wide appeal, Aylish believes.

“Above all, Stitch is all about acceptance and how it is okay to be different, which is very relevant in today’s society,” she concludes. “At Enesco we thrive on being great storytellers through our product, creativity and innovation, bringing joy and happiness to every home. Stitch is our perfect match, with so much potential in so many ways.”

Health and beauty favourites

H&A says that it is seeing huge retail demand for its new children’s Stitch gift range

With the brand becoming more relevant to a younger audience, the company has revealed a vibrant selection of products that combine children’s favourite washing, bathing and pampering formats with the character. Items in H&A’s Stitch range include: Temporary Tattoos, Bubble Bath, Nail Polish Set, Wash Bag Set, Fragrance Duo and Lip Gloss Duo.

Top: Enesco has a number of artist collaborations for Stitch including Romero Britto.

Inset: H&A is seeing huge retail demand for its Stitch children’s gift range.

“Stitch has been a phenomenal licence for us”

Gary Wadhwani, director at Craft Buddy that the company has been “thrilled” with the consumer response following the launch in 2022 of its first Crystal Art Stitch Buddy “By popular demand the character Angel followed in 2023’s Series Two and we have since introduced additional products under the Stitch umbrella including 2XL Crystal Art Buddies, a Scroll Kit, gifting card, Secret Diary and a Stitch Notebook,” offers Gary. New launches for the rest of 2024 include a 23cm Paint by Numb3rs Stitch Buddy, broadening the company’s ‘make and create’ fun ethos; a Crystal Art Junior range for ages 4+ with larger crystal gems for little hands; and the Mega Activity Set with Stitch featuring as one of three skus. The set includes Crystal Art stickers, a bookmark, fridge

magnet, card with easel and phone

“Without doubt advances in social media have been a contributing factor to Stitch's latest success, in addition to younger fans from a new generation who embrace him as the ultimate anti-hero, who’s cute and appeals to a wide variety of age groups,” continues Gary. “It goes without saying we’d love Stitch to remain a leading character that drives sales across all our product range not only this year, but also into 2025, and that our new launches suitable for younger creative crafters are equally as popular as those already selling out quickly at retail.”

“Stitch speaks to our fans on so many levels”

“Stitch is such an incredible product for Funko and Loungefly,” begins Samantha Clapham, director, product EMEA at Funko.

“He’s such a particularly brilliant partnership of a licensed property as it speaks to our fans on so many levels. Across multiple categories we’ve seen growth as fans discover new ways to celebrate their fandom of the character. Pop!, Loungefly, pins and apparel are all strong points for Stitch and retailers keep asking what else we have coming.”

The company has a range across both Loungefly and Funko combining Stitch with other iconic Disney characters launching this year, and Samantha says it is “amazing to see Stitch combined with these amazing characters, ensuring his legacy is further cemented in the Disney hall of fame”.

She continues: “We’re al work with our retail partners in promoting the latest range of Stitch products. We also have a Stitch cross category activation with strategic partners across Europe to celebrate 626 day.”

Stitch’s strong resonance in the kidult space is paying dividends for Funko, Samantha believes.

“Fans of the original have now been able to introduce their children to the range ensuring multigenerational celebration and fandom of the character. This works tremendously for Funko as it ensures the full spectrum of the Funko fan can enjoy the new lines. The trend of nostalgia is also playing a part in the strength of Stitch within the pop culture community.

“Stitch is now an evergreen property for Funko and we are excited to continue supporting such an iconic brand.”

Inset and below right: Pop!, Loungefly, pins and apparel are all strong points for Stitch, says Funko’s Samantha.

Left: The new 23cm Paint By Numb3rs Stitch Buddy is being introduced this year.

100+

SOUNDS & ACTIONS* REACTS TO TOUCH & MOVEMENT!

“Stitch captivates hearts across the board”

“Since its inception, our Stitch range has been an absolute powerhouse in our line-up,” enthuses Lauren Bath, marketing director at EXG Pro. “In the past 12 months alone, we've introduced two sensational additions to our Stitch Cable Guy Controller Holder & Phone stand range: in Elvis and Hula iterations. These new releases gained immediate popularity and were snatched up as exclusives by some of our retail partners.”

in four different iterations - we’re particularly excited about Underpants Stitch,” says Lauren. “And that's not all… prepare to be dazzled by our exclusive branded TWS earbuds (aptly named Buds), available with a special edition Stitch Holdem.”

When asked why Stitch has such appeal, Lauren has a simple response: “He's everyone's sweetheart. With a dash of mischief and a truckload of charm, Stitch captivates hearts across the board.”

There’s more product to come, too – not only will the company be releasing another Cable Guy (this time with a twist), but summer sees the debut of Holdems, the ‘Original’ Earbud Holder and Phone Stand. “Available in collections of four, our first wave will include this year's favourite character Stitch

Lauren says that EXG envisages Stitch as “reigning supreme” in its top 10, with the new Stitch Cable Guy variant, Stitch Holdems range and Stitch Holdem x TWS Buds exclusive earning their stripes as fan favourites.

“Oh, and mark your calendars - by year-end, we'll be flaunting a whopping 12 Stitch products, making it the most extensive line-up of any single character,” adds Lauren.

“Stitch mania is here to stay.”

“Timeless charm, mischievous personality and heart-warming story”

Stitch’s unique blend of humour, warmth and relatability resonates with audiences around the world, making it a treasured icon for both children and adults alike, says Dan Grant, Danilo’s licensing director

Over the past 12 months, the demand for the company’s Disney Stitch calendars and diaries has been consistently strong. In particular, says Dan, the gift box set, containing the official square calendar, A5 diary and branded pen, proved popular, driving increased sales.

The new 2025 range will launch later this year featuring an official square calendar, an A5 diary, a gift box set plus a new slim calendar format, all using Disney’s pastelcoloured illustrative artwork. To back up the launches, targeted Disney-focused digital marketing campaigns across social media platforms, as well as collaborating with influencers and content creators to showcase the products.

“The key to Stitch’s resurgence lies in its timeless charm, mischievous personality and heart-warming story of friendship and family,” Dan tells LSB. “By the end of 2024, we aim to further solidify our position as the leading provider of Disney Stitch calendars and diaries in the UK market. We have expanded our product range and aspire to reach new audiences, as well as strengthen our relationships with retailers and partners. Ultimately, we hope to bring joy and happiness to even more fans through our Stitch product line, while continuing to innovate and deliver exceptional products that celebrate this favourite character's enduring legacy.”

Above: EXG will have 12 Stitch products in its portfolio by year-end, says the company’s Lauren.

Above: Digital marketing campaigns will support the launch of Danilo’s 2025 Stitch collection.

The real deal

Real FX, the Disney Stitch First Edition will be in the hands of fans for the first time from 26 June.

Designed and developed over several years in-house by the engineers and scientists at toy innovation company Wow! Stuff, Real FX new Disney Stitch was first teased at international toy fairs and received a phenomenal reception.

The high-tech animatronic puppet will be launched in limited numbers to commemorate International Stitch Day, coming with a certificate to verify it is an official first edition model.

Fans can command the toy using the hand-insert controls to generate over 100 action and sound combinations. Real FX Stitch has blinking eyes, mechanically controlled rising and drooping ears, a mischievous smile and a dialect spoken in the character’s native tongue of Tantalog – a combination of Hawaiian, Chinese and Chezcreekian.

There are also touch-sensitive sound activations, such as stroking Stitch’s blue fur eliciting a phrase in his native language, responding when his head is stroked, purring softly when cuddled and even play biting those who dare to touch his tongue.

“It’s a great time to be a fan of Stitch”

“Lilo & Stitch is a franchise that appeals to a range of generations,” comments at UKG. “From Millennials who enjoyed the film back in 2002 and are now showing it to their own kids… to Gen Z, who have a nostalgic warmth for it.

“This is reflected in our card sales – with our strongest performers covering both female sends and juvenile products. Such is Stitch’s popularity with customers and retailers, we’re introducing him into more seasons such as Christmas, Valentine’s Day and even Mother’s Day. In fact, we’re forecasting Stitch to grow throughout 2024 to be in line with other beloved and successful film properties such as Frozen and Toy Story.

“It’s a great time to be a fan of the universe’s most mischievous and adorable alien.”

Licensees

Licensees are partners (usually manufacturers or retailers) who obtain a licence from the licensor to make and sell products bearing the licensed character or brand.

The following section is devoted to purveyors of licensed products and those whose products might be suitable for licensing.

If you are a retail buyer reviewing licensed products available or a licensor looking for new products for your licences, read on.

Character Clothing Specialists

Apparel - Adults & Children

Apparel - Adults & Children

Apparel - Adults & Children

Dress Up/Party

W itches

ellow Brick Road

Characters

traterrestrial O ne and Two

P ip and Posy

S lytherin

T wits

U nique Unicorn

V ery Hungry Caterpillar

Q uidditch

R abbit, Peter

Licensed Merch

Hundreds of brands collaborating to create trends for years to come.

24-26 September