Licensing Magazine January 2025

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LICENSING | BRANDING | MEDIA&DIGITAL | PUBLISHING TRADE MAGAZINE

INDUSTRY MILESTONES AND NEW YEAR PROJECTS FOCUS ON ASIA

TOYS & LICENSING

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EDITORIAL

DEAR READER Welcome to this new year full of projects, new trends, and numerous anniversaries.

We are excited to have started 2025 with celebrations for Mattel’s 80th Anniversary, a company that has always been at the forefront of developing long-term, worldrenowned content and franchises.

As always, the January issue focuses on Toys. For years, we have been Media and Content Partners of Spielwarenmesse. For the third consecutive year, we have organised part of the events on Licensing and Toys topics within the LicenseTalks program. Last but not least, we are present with our stand, West Entrance, Stand #10, to meet our partners and friends and share our latest novelties.

Furthermore, we return to the New York Toy Fair, confirming a long-standing partnership with the Toy Association here as well.

DIGITAL VERSION

We continue our Focus on the Asia column, and we are happy to have strengthened our partnership with China Licensing Expo for this section of the magazine. Asian content and brands will be a constant presence in upcoming issues of the magazine and online news, with the aim of creating a stable bridge between this market and

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the international industry.

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Cristina Angelucci

@LMLicensingMag @Licensing Magazine PUBLISHER BM Srl EDITOR-IN-CHIEF Cristina Angelucci EDITOR

@lm_licensingmag Licensing Magazine

Rossella Arena GRAPHIC DESIGN Francesca Wolfler SPECIAL THANKS TO Sofia Li Crasti, Kevin Bahler, Jennifer Lynch, Kathryn Brand, Sharon Weisman, Serena Previderè, Kévin Giraud, Beatrice Revello, The Insights Family PUBLISHING, ADVERTISING AND ADMINISTRATION BM Srl - Via Po, 14 - 10123 Torino, Italy Ph. +39 011 1921 1996 - info@brands-media.com PRINTING Casma Tipolito - Via B. Provaglia nn. 3/B-3/C-3/D 40138 Bologna - Italy The editorial staff has taken every care to obtain from copyright holders the authorization to publish the pictures in this issue. In any cases where this has not been possible, the editorial staff would like to make it known that they are available to eligible parties to settle any amounts that are owed.

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CONTENTS

News 28

CICABOOM Cicaboom presents Elastikorps Heropop One Piece Line and other Incredible Toys

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DNSTY DNSTY: Transforming the Interactive Entertainment and Gaming Landscapes

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Cover Story

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STUDIO 100 INTERNATIONAL Heidi, Maya The Bee and DINO MATES: Big Plans for 2025

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MATTEL Heritage of Mattel celebrating its 80th Anniversary

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MAGIC LIGHT PICTURES Exciting New Plans for 2025

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Hot Properties and Future Development

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ART NATION Bashchinsky and Miraculous together in Ukraine

News 14

DIRAMIX A Decade of Innovation and Global Expansion: the new Monster Flex Series

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SANRIO 2025: Another Year in the Spotlight for Sanrio

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RAINBOW It’s Time for Celebrations!

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MAURIZIO DISTEFANO LICENSING Bridging Generations with Iconic Brands and Innovative Strategies

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Focus on Asia 46

CHINA LICENSING EXPO China Licensing Expo 2025.

An Overview

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EQUASIA Equasia’s ultimate guide to success in the Asian markets

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ENZO E PARTNERS Your trusted partner for Chinese and Asian markets

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KASAGI LABO Bridging Japan’s rich Anime legacy with global audiences

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LICENSING CHINA SHENZEN Trendy Toy Zone to make its Debut at Toy & Hobby China 2025

Interview 42

TOTTENHAM HOTSPUR Playing The Global Game: Tottenham Hotspur’s Licensing Goals for 2025

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Toys 56

WHAT’S NEW New Toy Releases from Beloved Brands

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LICENSETALKS Unveiling the Hottest Toy Trends and Licensing insights at Spielwarenmesse 2025

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OUTFIT7 Talking Tom & Friends, a Rising Star in the Toy Sector

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THE INSIGHTS FAMILY Anime IPs’ Global Impact on Toys and Gaming

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STRATEDOO Bridging Ideas and Reality with StrateDoo

CONTENTS

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Entertainment 56

Toys 70

TOAD CREATIVE STUDIOS Toad Creative Studios’ Blueprint for successful IPs

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TOY FAIR NEW YORK Toy Fair New York 2025: Things to know before you go

Events 78

BRANDS LICENSING AFRICA Africa is Embracing Licensing. How Do You Fit In?

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BOLOGNA LICENSING TRADE FAIR Bologna Licensing Trade Fair/ Kids is ready for the 2025 Edition

Sustainability 74

MOBILE GAMING How Mobile Gaming Collaborations can support Sustainability Initiatives

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CARTOON MOVIE The Future of European Animation at Cartoon Movie 2025

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PRODUCTS OF CHANGE Turning Legislation into Sustainable Opportunities

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MIP LONDON The brand new Kids Summit at Mip London 2025

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9 STORY MEDIA GROUP Alix Wiseman’s Forecasts About Kids’ Entertainment

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CBS STUDIOS Inside the new Among Us Animated Series

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Gaming 98

GAMEFAM Gamefam wraps up FY2024 with a successful Annual Report on Roblox and Fortnite Brand Performance

Save the Date 74

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WHAT’S NEXT The Next Events to Follow!

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COVER STORY

An Introduction to Mattel

MATTEL

Heritage of Mattel celebrating its 80th Anniversary Ahead of Mattel’s 80th anniversary, Ruth Henriquez, Head of Licensing, Publishing, and LBE for Mattel EMEA, shares insights into Mattel’s storytelling heritage and franchise strategy.

Ruth Henriquez

What is Mattel’s approach to storytelling within its brand portfolio?

Storytelling is at the heart of Mattel’s strategy. Our diverse portfolio—spanning licensing, content, publishing, and live experiences—enable us to craft narratives that engage audiences across generations. By leveraging mediums like film, television, and publishing, we bring our iconic brands to life in ways that resonate deeply with fans, while products such as bedding and clothing mean that fans can engage with our brands throughout the day, wherever they may be.

As we enter Mattel’s 80th year, it’s a moment to reflect on our legacy and look to the future. For nearly eight decades, Mattel has inspired generations with one of the most beloved and innovative portfolios of entertainment franchises.

Mattel’s mission remains clear: to ensure our iconic brands stay culturally relevant, diverse, and reflective of the evolving world around us.

Through toys, licensing, publishing, live experiences, and multi-platform content, we create ecosystems of engagement that captivate hearts and imaginations worldwide.

From the Barbie message of empowerment to the challenger spirit of Hot Wheels, our brands transcend their origins to become immersive storytelling experiences. This is the power of Mattel’s full franchise ecosystem.

Hot Wheels is a prime example, with its “Let’s Race” TV show and global live events driving record-breaking engagement; Barbie continues to thrive with new seasons of content expanding its reach and inspiring fan loyalty. These successes are a testament to our commitment to innovation and storytelling.

As we celebrate this milestone, I want to express gratitude to our partners who play an essential role in amplifying our brands and their purpose. Together, we will continue to unlock the full potential of Mattel’s franchises, ensuring they remain relevant and loved for generations to come.

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

COVER STORY

Mattel has been a trailblazer in the toy industry since its founding in 1945, and as the company evolved into a full franchise IP driven company it honoured that past while embracing the uniqueness of Licensing. From the creation of Barbie in 1959, the world’s first fashion doll, to the enduring success of Hot Wheels, Mattel has consistently set benchmarks for innovation and creativity. The company’s ability to evolve with cultural trends while staying true to its core values has solidified its reputation as a leader in the industry.

What advice would you give to emerging licensing professionals?

Understand your audience deeply and embrace collaboration. Building strong partnerships is key to amplifying a

HMD Barbie Phone How have Mattel’s properties evolved into full franchise systems?

Our brands have transformed into rich ecosystems through strategic cross-platform expansion. Properties like Barbie, Hot Wheels, and Thomas & Friends now thrive across toys, content, consumer products, and live experiences. We recently launched

Hot Wheels Monster Truck Live Shows

World’s Smallest Scrabble Mission: Play! By Mattel Abu Dhabi which is an immersive world full of Mattel brands and something that our founders would have only been able to dream about. This approach amplifies the brand narratives and fosters lasting connections with fans globally.

How does Mattel balance brand heritage with innovation?

Balancing tradition and innovation is essential to our full franchise strategy.

For instance, Thomas & Friends incorporates themes of friendship and the love of trains, enriching its timeless appeal. Similarly, Barbie continues to inspire empowerment and diversity with over 250 careers represented, while Hot Wheels fuels creativity and competition through thrilling racing narratives. These

thoughtful integrations ensure our brands not only adapt to societal trends but also maintain their core identity, fostering enduring connections with audiences across generations.

What is Mattel’s legacy in shaping the toy and licensing industry?

World of Barbie. Camper Van

brand’s potential. Always stay curious and adaptable, as the licensing landscape is constantly evolving. Learn from legacy brands but don’t hesitate to bring fresh, innovative ideas to the table.

The key to success lies in balancing respect for heritage with a bold vision for the future.

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COVER STORY

Monster High for Off White

Weird Barbie

MATTEL

Hot Properties and Future Development Celebrating a Legacy, Inspiring the Future As Mattel celebrates its 80th anniversary, we reflect on nearly eight decades of innovation and cultural impact. From Barbie’s trailblazing empowerment journey to the timeless adventures of countless characters such as Barney and Pingu, Mattel’s iconic brands have consistently evolved to remain at the forefront of pop culture.

Honouring the Past, Shaping the Future

Jenna Clifford for Barbie

Hot Wheels Let’s Race Animation Series

Mattel’s ability to honour its heritage while embracing innovation has solidified its status as a cultural cornerstone. Each brand in the

portfolio has a unique story, an intrinsic reason for being - brought to life through licensing, toys, content, and live experiences. By staying attuned to societal shifts and trends, Mattel continues to captivate audiences of all ages, ensuring brands such as Hot Wheels and Barbie remain enduring cultural icons, while acknowledging they are creating brands for the future.

Evolving into Comprehensive Franchise Systems

Through strategic partnerships, cutting-edge innovation, and a deep understanding of cultural trends, Mattel’s properties have transformed into dynamic, multi-dimensional franchises. Programs such as Barbie’s DreamHouse Adventures, Hot Wheels Monster Truck Live Shows, and countless animated series showcase a commitment to engaging fans in diverse and immersive ways.

By extending compelling narratives across toys, television, film, digital platforms, and live experiences, Mattel creates ecosystems that resonate worldwide. This holistic approach not only positions brands as part of pop culture but places them squarely at its epicentre, blending rich legacy with modern relevance.

COVER STORY

Engaging Diverse Audiences

From nostalgic collectors’ editions to contemporary digital content, Mattel caters to fans across generations. Adult fans, who often reconnect with their favourite childhood brands later in life, cherish the toys they grew up with while exploring new ways to engage through collectibles, exclusive merchandise, live events, and digital platforms.

Programs like the Barbie Signature line and the Hot Wheels Legends Tour exemplify how brands such as Mattel celebrate this lifelong connection.

This inclusivity ensures brands remain relevant and beloved, bridging gaps between the past, present, and future, and fostering a deep, enduring sense of nostalgia and innovation.

Looking Ahead

With multiple films, television shows, and live experiences in development,

Hot Wheels e-kart Racing adventures in Saudi Arabia Mattel is poised to redefine storytelling.

From the J-Lo-produced Bob the Builder film to immersive events, it’s clear they are committed to delivering content that inspires and captivates audiences worldwide.

As we look back across their 80-year

legacy, Mattel is looking to the future and remain focused on innovation, collaboration, and the transformative power of storytelling. Together with their partners, they will continue to build on this incredible journey, ensuring Mattel’s brands thrive for generations to come.

Mattel Timeline: Pioneering Innovation and Licensing 1945: Mattel’s Foundation Founded by Elliot and Ruth Handler and Harold “Matt” Matson, Mattel began as a small toy manufacturer. The company quickly became a leader in the toy industry, driven by innovation and creativity.

1959: Introduction of Barbie Barbie, the world’s first fashion doll, was created by Ruth Handler and became a cultural phenomenon. The brand revolutionised the toy industry by offering a doll with a wide range of careers and aspirational possibilities, setting the stage for Mattel’s future licensing efforts.

1968: Hot Wheels Debuts Hot Wheels, Mattel’s line of miniature die-cast cars, debuted, becoming a hit and eventually establishing a rich licensing portfolio, from TV shows to video games, extending its influence beyond toys.

1960s-1990s: Early Licensing Growth Mattel’s commitment to licensing expanded with successful partnerships across various industries. Barbie saw her first ventures into fashion and publishing, while Hot Wheels became a popular name in television and film.

The 1980s also saw Mattel strengthen its global presence, with brands reaching new international markets.

1997: Acquisition of Fisher-Price Mattel acquired Fisher-Price, a leader in preschool toys, broadening its portfolio and licensing opportunities, and solidifying Mattel’s position as a global toy giant.

2000s: Expanding Licensing Beyond Toys Mattel broadened its licensing strategy, collaborating with partners in entertainment, fashion, and publishing.

Barbie’s licensing deals expanded into apparel, accessories, and a growing number of film and TV series, further embedding Mattel brands in global culture.

2010s: Full Franchise Development Mattel began transforming its iconic brands into full franchise systems. Barbie’s movie and TV adaptations, Hot Wheels’ live events, and partnerships in digital content all contributed to the company’s broad cross-platform approach. The development of immersive experiences, such as the Hot Wheels Monster Truck Live Show, became a key part of Mattel’s licensing strategy.

2020s: Strategic Expansion Mattel’s licensing strategy continued to evolve, and cultural relevance hit new heights with the release of ‘Barbie: The Movie’, which grossed over $1.44 billion at the box office. The film reinforced the place of Barbie in pop culture, proving the enduring power of Mattel’s licensing strategy.

2025 and Beyond: Future of Licensing As Mattel celebrates its 80th anniversary, its licensing strategy continues to evolve. With multiple films, live experiences, and global partnerships in development, Mattel is poised to continue building on its legacy of storytelling, innovation, and cultural relevance for future generations.

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NEWS

DIRAMIX

A Decade of Innovation and Global Expansion: the new Monster Flex Series Diramix continues to transform playtime. Looking ahead to 2025, the company plans to introduce new product lines, including collaborations with iconic franchises like DC and Dragon Ball, while further enhancing its offerings in the gaming sector. With a commitment to innovation and quality, Diramix aims to provide exciting new experiences for children worldwide.

Founded in 2013, Diramix has rapidly ascended to a leading position in the Italian collectibles market, specializing in products designed for newsstands.

Over the past decade, the company has successfully developed its own brands and collaborated with various properties to enhance its product offerings. In recent years, Diramix has expanded its reach beyond Italy, particularly with the introduction of MonsterFlex—a line of stretchable characters now available in over 35 countries.

The evolution of MonsterFlex: from classic monsters to evergreen Licensed properties

The MonsterFlex brand was conceived to bring children’s favourite monsters into homes worldwide, featuring unique and eye-catching designs at affordable prices. Character design is executed in-house, leveraging the

expertise of skilled illustrators and 3D designers. The extendable nature of MonsterFlex characters not only adds a fun dimension to play, but also stimulates children’s imaginations, encouraging them to create stories while playing alone or with friends.

This innovative approach has led to the Below Stumble Guys MonsterFlex

release of six series of MonsterFlex characters, along with spin-offs such as Dino, Aqua, and Combat, as well as Mini and Maxi versions. The upcoming Wild MonsterFlex series promises to captivate audiences with 14 jungle animals ready for adventure.

Looking ahead to 2025, Diramix plans

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to lead in a new era for MonsterFlex with several new lines and significant restyling of existing products. Among these is the DC MonsterFlex collection, which will feature super-realistic representations of six Justice League heroes: Batman, Superman, Wonder Woman, Aquaman, The Flash, and Cyborg. With refreshed packaging coinciding with the release of a new Superman movie in July 2025, this line presents a timely opportunity for engagement with fans.

Diramix, Toei Animation and Shueisha: the new Dragon Ball line

The global resurgence of interest in Dragon Ball products has prompted Diramix to develop a new line featuring ten characters from Dragon Ball Super. for Brawl Stars and Clash Royale MonsterFlex products are underway.

The Brawl Stars series is particularly promising; Diramix is working closely with Supercell to develop a collection featuring 12 dynamic characters from the game, which will be transformed into super stretchy figures.

This initiative is being undertaken in collaboration with Toei Animation and Shueisha to ensure that the characters - including Goku, Vegeta, Gohan, Future Trunks, Vegito, and Frieza - are depicted with exceptional detail.

Diramix and Stumble Guys: the upcoming collections

In addition to these developments, Diramix has been busy working on products related to the popular game Stumble Guys. The company has introduced card and sticker collections tailored for the Italian market, alongside 3D mini figures across four series, totalling more than 100 models. The latest series is currently being shipped to key markets while preparations for series five are underway. Stumble Guys MonsterFlex characters are now distributed in over 30 countries, with many markets eagerly reordering the product. The upcoming series will feature 14 new stretchable Stumblers aimed at enhancing the gaming experience.

Diramix and videogames: new exciting collaborations

Diramix’s portfolio continues to grow with exciting additions from the video game sector. The Sonic Prime MonsterFlex line is now available across APAC, Europe, and Middle Eastern markets. Additionally, collaborations

The overarching challenge for Diramix remains providing comprehensive and cutting-edge product lines that cater to diverse consumer targets.

The company’s vision is sharp and clear: achieve a complete portfolio that empowers clients and distributors by offering children’s most sought-after properties. As Diramix approaches its next decade in business, it remains committed to innovation and quality in its collectible products while expanding its global footprint. With exciting new lines on the horizon and established properties being revitalized, Diramix is poised for continued success in bringing joy and creativity into homes around the world.

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NEWS

Hello Kitty and Friends’ MGA LoL Dolls

Hello Kitty And Friends - Bershka’s collection

SANRIO

2025: Another Year in the Spotlight for Sanrio After the excitement of Hello Kitty’s 50th anniversary, Sanrio is gearing up for another extraordinary year.

What truly sets the company apart, globally recognized as a lifestyle brand with a rich portfolio of partnerships and licensees, is its ability to transcend demographics and connect with consumers of all ages, genders, nationalities, and cultures.

This enduring appeal is why the company is poised to further expand its presence in the toy and games market.

The final quarter of 2024 saw a major announcement: the appointment of Giochi Preziosi as Sanrio’s Master Toy Licensee. This collaboration introduces new lines of Hello Kitty and Friends products with the first minifigures, plush toys, and accessories launched last Autumn just in time for the holiday season. These products have been backed by a comprehensive marketing campaign, including store customizations in Giochi Preziosi’s flagship Milan store and a Hello Kittybranded streetcar traversing the city for an entire month. Emphasizing themes of friendship, kindness, and inclusion, the

Hello Kitty and Friends range is expected to be a major success. Alongside Hello Kitty, beloved characters like Cinnamoroll, My Melody, and Kuromi will also be featured.

This development aligns with a market increasingly embracing gender-neutral products that evoke positive emotions.

Additionally, trends such as the global fascination with Japanese and Asian cultures, as well as the popularity of kawaii (cute) design, continue to boost the appeal of Sanrio characters.

Adding to this, the kidult segment (adults embracing toys, games, and collectibles as part of their lifestyle) continues to attract the interest of licensees and marketers, making Sanrio’s portfolio of characters more appealing than ever. For instance, MGA has launched a limited-edition collection of eight dolls inspired by Hello Kitty and Friends characters, including Hello Kitty, Cinnamoroll, Pochacco, Keroppi, My Melody, Pompompurin,

and Kuromi. Furthermore, the Hello Kitty Miniverse Make It Mini Food line offers capsules containing hyperrealistic, miniature, Hello Kitty-themed foods to create, display, and collect. In 2025, fans can anticipate exciting new collections from both long-time and new partners. Following the success of Funko’s Hello Kitty 50th-anniversary dolls, the company will expand its Sanrio range. Maxx Marketing will also introduce more collectible gifts, including keychains and light-ups, while Micki Toys debuts a Hello Kitty and Friends preschool collection featuring sustainable wooden toys. Paladone’s fresh line of gifting items will include both Hello Kitty and Gudetama.

In 2025, Sanrio will celebrate two significant anniversaries: My Melody’s 50th and Kuromi’s 20th. Often described as “frenemies,” My Melody’s cheerful and warm-hearted personality contrasts with Kuromi’s mischievous and rebellious nature, making their joint celebrations especially fitting.

Entertainment is another strategic area for Sanrio, which is why fans can look forward to more content featuring these characters and the broader Hello Kitty universe. The most exciting announcement is the new stop-motion streaming series, My Melody & Kuromi, premiering on Netflix this July. This will expand Sanrio’s content library, which this year will see also two additional seasons in the Hello Kitty’s Supercute Adventures Youtube series, with

NEWS

localized versions in Italian, German, Spanish, French, and Hindi. For the first time, fans in these regions will also be able to enjoy Kuromi’s Pretty Journey, launching later this year on the same platform.

Sanrio’s influence extends beyond toys and entertainment, deeply impacting the fashion industry. Alongside Hello Kitty, Kuromi, My Melody, and Cinnamoroll have already appeared in collaborations with brands such as Adidas, Lazy Oaf, Crocs and UNIQLO. This year, both longstanding and new partners will explore the limitless possibilities of Sanrio character designs. Collections from major retailers, including Primark, H&M, Inditex Group, LPP Group and Forever 21, will feature Hello Kitty and Friends, each having a personal spin on the IPs for a true multitarget offering.

2025 will also be a pivotal year for Mr. Men Little Miss. Sanrio is capitalizing on the brand’s growth, which last year saw the introduction of new characters, Mr. Fib and Little Miss Surprise, and a partnership with French studio Watch Next to develop an animated preschool comedy series. Paris-based Kids First will handle global distribution.

This initiative underscores Sanrio’s commitment to expanding the brand’s audience in markets such as the US, Greece, China, the Middle East and beyond. In India, for example, Mittal

Hello Kitty Plushes by Giochi Preziosi

Hello Kitty And Friends’ pop-up corner at Giochi Preziosi’s store in Milan Sport will launch a collection of plush toys and cushions, while Australian partner Headstart has created a new

line of plushies.

New partnerships and collaborations are set to launch in the UK and France,

My Melody - Primark

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two countries where the brand is deeply ingrained in the cultural landscape. In the UK, Rainbow Designs will introduce an exciting new line of plush toys and novelty gifts, while in France, Piou Piou and Merveilles will unveil a special collection later this year. This collection will feature a range of plush and interactive plush items tailored specifically for the French market.

A key factor in the brand’s enduring success is its ability to resonate with both children and adults. Each character embodies human emotions, making the brand a natural fit for edutainment and charity initiatives. Last year, the Mr. Men Little Miss brand collaborated with the British homelessness charity Crisis to introduce two new characters, Mr. and Little Miss Invisible, in a limitededition t-shirt range with fashion retailer UNIQLO. In early 2025, the brand will support Comic Relief with an exclusive new line of apparel and accessories for TK Maxx and Homesense.

With its rich portfolio and global appeal, Sanrio continues to captivate audiences, offering beloved characters and innovative products that transcend boundaries and bring joy to fans worldwide.

Mr. Men Little Miss - Crisis’ limited t-shirts collection with UNIQLO

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Mermaid Magic

RAINBOW

It’s Time for Celebrations!

As the company marks its 30th year in the entertainment industry, Licensing Magazine celebrates past highlights and looks forward to this highly significant anniversary year.

Rainbow Soars as it Celebrates 30th Anniversary

Established in 1995 by the multi-awardwinning creator Iginio Straffi, Rainbow has emerged as a leading 360-degree content company, creating celebrated IPs through its animation studios, and live-action series and film production through Colorado Film.

It was 1995 when Iginio Straffi began with a bold vision to create captivating stories that could resonate globally.

Starting as a small studio in Loreto, Italy, his small business has grown into a major international player in TV and film production, licensing, and merchandising. Its portfolio of properties has made a significant impact in over 150 countries, with more than 500 active licensees, motivating the creative team to keep on finding great stories and characters to entertain audiences worldwide.

Milestones and Achievements

Rainbow’s 30-year journey has been marked by numerous milestones and challenges as the company continues to grow and expand its reach, adding live-action series, films, licensing, theme parks, musicals and much more into the mix.

A pivotal moment was the launch of Winx Club in 2004, which has become a worldwide hit with multiple seasons, movies, a successful two-season Netflix series, and an animated reboot series coming in 2025 that is set to amaze old and new fans!

Among the latest highlights for Rainbow are Mermaid Magic and Gormiti – The New Era. Mermaid Magic is an enchanting CGI animated series which has made a huge splash with a second season already in production, while Gormiti – The New Era is an eagerly-awaited live-action reboot of

the globally acclaimed IP Gormiti from Giochi Preziosi. These achievements underscore Rainbow’s ability to create enduring, globally recognized franchises.

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Licensing Focus for 2025

At Rainbow, a dedicated licensing strategy is tailored for each brand. In addition to managing its own properties, Rainbow also acts as an agent for third-party brands. Years of experience in licensing have earned Straffi and his team significant recognition in the industry, leading other brand owners to trust Rainbow with their properties as well.

But with a busy year ahead, in 2025, Rainbow’s focus is on its marquee brands: Winx Club, Gormiti – The New Era, and Mermaid Magic. Each brand is at a different stage of its journey, but each promises a packed year of activity.

Additionally, Rainbow is partnering with Cong SA to develop a live-action TV series about iconic explorer Corto Maltese, a project very close to Iginio Straffi’s heart, based on the successful graphic novels by Italian writer Hugo Pratt.

The Timeless Magic of Winx Club

Like all Rainbow’s properties, including its very first series Tommy and Oscar, which went on to be broadcast in over 30 countries, Winx Club has combined empowering storylines with strong and brave characters and universally appealing themes of diversity, inclusion and friendship. The show’s heroines have grown alongside their fans so with a style that’s constantly evolving, uniting a legion of devoted fans from the original audience of young adults and a new generation of younger viewers, who are discovering Bloom and her friends for the first time.

It is this generational span which makes the brand perfect for dual licensing campaigns and extends its capacity for future development and growth. With the new CGI animated reboot set to air on Rai in Italy and Netflix worldwide in 2025, an additional major international broadcaster is set to join Rainbow shortly, with details to be announced soon.

Rainbow is keen to capitalise on the success of Winx’s 20th anniversary celebrations, which last year saw events such as New York and San Diego Comic Con, global Cosplay and art challenges and major social responsibility campaigns reengaging the brand’s loyal audience. Building on these celebrations, Rainbow is planning more magical activities and events around the release of the reboot, including special launch events in selected key cities and a stunning new array of product from a host of new partners, with a packed program of complementary promotional activity.

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Rainbow’s long-term business partners, Playmates Toys and Giochi Preziosi have brought their significant experience to sign as master toy partners and will share global distribution of an all-new collection of fashion dolls, accessories, role play toys and playsets, inspired by the new series. Playmates will manage distribution in North, Central and South America, Asia, Australia, New Zealand, Middle East and South Africa; Giochi Preziosi will handle Europe and the United Kingdom.

On the fashion front, Winx Club’s fashion-forward approach has made it perfect for stylish collaborations, and an exciting new musical The Winx Live & Cosplay will further extend its aspirational appeal and fashion credentials. More social media and influencer campaigns are planned throughout 2025 to engage the influential fashion, make-up, parenting and cosplay communities with creative content releases, and meaningful collaborations. And existing partnerships, such as with antibullying charity Cybersmile, will further boost brand awareness and social responsibility.

Toys Collection, Giochi Preziosi

The Gormiti are Back!

Gormiti is also experiencing a major reboot as Gormiti – The New Era, brings back the hugely popular franchise created by Giochi Preziosi in 2005 in a live-action series, with an international cast and cutting-edge CGI. The reboot has been produced with Giochi Preziosi, owning the original intellectual property from 2005, distributing it to over 50 countries worldwide, with sales of over $1bn at retail.

The series has already enjoyed a highly successful launch in Spain on Clan, in France on Gulli, in Italy on Rai 2, Rai

In this page: Gormiti - The New Era Gulp and Rai Play, and in Greece on Nickelodeon, and launch on leading tv channels in important markets will follow throughout 2025.

Giochi Preziosi is the global master toy partner for the brand and product ranges are already available in the markets where the show is currently on air. In addition, a new toy collection from BTS will be launched in UK by Flair later in the year, featuring a range of action figures including Gormiti, Scions, and their enemies and a collection of accessories to replay the adventures of the new series in a highly immersive experience directly linked to the stories, with each product carefully crafted to transport the audience into the unique world of Gormiti.

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Mermaid Magic: A New Underwater Classic

With Mermaid Magic, Straffi wanted to push the boundaries of animation quality for TV, and create an immersive underwater visual feast with appealing characters for viewers to dive into. Set in the underwater world of Mertropia, the series combines magic, mystery and humour with modern themes like environmental conservation which has already proved a hit and completely exceeded expectations as for ratings globally.

The series made its debut on Netflix in August 2024 and ranked #1 show in 55 countries just 48 hours after release, including UK, France, Germany, USA, Canada, Australia, New Zealand, Mexico, Brazil, Singapore, South Africa and Turkey.

Rainbow is keen to exploit this early success throughout 2025. It has appointed Headstart as global master toy partner for the property and a range featuring fashion dolls, mini dolls, playsets and role play toys, will be available at major retailers and toy stores from Autumn 2025.

Extensive licensing, marketing and digital campaigns will support the brand including social responsibility initiatives with conservation-led partners, which will amplify Mermaid Magic’s themes of caring for the natural world.

Mermaid Magic

Corto Maltese: A New Adventure for Rainbow

A passion project for Iginio Straffi, the book series by Hugo Pratt about a globetrotting sea captain was first published in 1967 and is considered an international masterpiece. Hugo Pratt went on to write 29 stories, which have been translated and distributed in 35 countries, selling 11 million books worldwide, and inspiring TV animations, theatre shows and even an opera.

Being a huge fan of Hugo Pratt, Rainbow’s founder wanted to work on the

series and waited patiently for the right time and the proper artistic resources to pay homage to one of the most important Italian authors in the world, now finally working on the production of the live action TV series Corto Maltese.

Rainbow will also represent the brand’s licensing interests across the globe.

Looking Ahead

Rainbow’s future looks forward to 30 years of expansion, as the Group continues to dive into diverse animated and live-action content projects across movies and series and expand its licensing and merchandising activities.

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MAURIZIO DISTEFANO LICENSING

Bridging Generations with Iconic Brands and Innovative Strategies Maurizio Distefano Licensing has established itself as a leader in the international licensing industry, known for its innovative approach, diverse portfolio, and deep understanding of market trends.

With expertise across entertainment, lifestyle, food & beverage, and music, the agency offers unparalleled opportunities for licensees to partner with world-class brands. Its ability to manage a diverse range of properties strengthens its market position and ensures tailored solutions for every client. Trusted by industry leaders, the agency continues to set new benchmarks for success through innovation, adaptability, and the cultivation of strong, lasting partnerships.

A Winning Approach: Dual-Target Properties Leading the Charge One of the unique strengths of Maurizio Distefano Licensing lies in its ability to build a portfolio that caters to both

From March 22 to April 6 Bing is present in three Family Parks of the Skiarea Madonna di Campiglio Folgarida Marilleva children and young adults, effectively bridging the gap between these two important demographic groups. By including globally recognized brands such as Care Bears, the agency taps into the interests and needs of both younger audiences and their older counterparts, ensuring broad appeal and ongoing relevance. Care Bears, a beloved brand from Cloudco Entertainment, captivates generations with messages of love and togetherness. Simba’s 2025 plush toys will appeal to younger children, while collaborations with fashion retailers like OVS, Zara, and H&M engage older fans.

This dual-target strategy is reinforced by retail and marketing activities in Italy, strengthening its appeal to both nostalgic parents and younger generations.

In addition, other properties that successfully attract a dual target audience include Bratz, L.O.L. Surprise!, Rainbow High and Yummiland. Each IP boasts a comprehensive style guide that

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captures and highlights the distinctive essence of its brand for the creation of high-impact licensing projects and products.

Bratz, since its 2001 debut, has evolved from a fashion doll line into a multimedia powerhouse, with TV series, movies, video games, and digital content. Known for bold personalities and empowering messages, it continues to inspire anyone to be the truest version of themselves, unapologetically.

This iconic brand has been a powerful symbol of girl power and will continue to be for generations to come, as evident by its over 23 years in market. Its ongoing relevance and constant spark in current pop culture make it a beloved brand for both new and returning audiences.

L.O.L. Surprise!, launched in 2016, revolutionized toys with its surprise unboxing concept. Initially for girls aged 5-12, it has expanded to include O.M.G. fashion dolls, J.K. mini dolls, and Tweens, appealing to a wider range, including older girls. The brand’s presence extends beyond toys, with popular TV series and movies that maintain ongoing engagement across multiple platforms. The latest release, L.O.L. Surprise Tweens Skate Dance Movie, further extends the brand’s appeal, combining fashion, fun, and adventure to strengthen its connection with both younger and teen audiences.

Its message of discovering ‘What’s inside?’ invites kids and collectors to use their imaginations and be outrageous!

Rainbow High, MGA Entertainment’s vibrant brand, combines fashion and storytelling to appeal to kids 4-10 years old. Its colorful dolls and animated series promote creativity, friendship, and self-expression, making it a cultural phenomenon that resonates with young audiences around the globe. Rainbow High is launching Season 6 of its highly popular YouTube series, which has 1.5 million subscribers to date, in early 2025. The brand also features games, books, and music videos. Rainbow High inspires kids to let their true colors shine every day.

Yummiland, a world of edible cities and lip gloss-powered adventures, offers imaginative play for children aged 4-10.

Featuring characters with unique “lip

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gloss superpowers,” it combines fun, creativity, and teamwork. The brand also embraces digital engagement, appealing to both kids and parents with its playful approach to dolls and imaginative storytelling that sets it apart, capturing the attention of younger audiences while maintaining a sense of innovation that can grow with its fans. Yummiland invites kids to join forces and be their own superheroes to save the day together!

Classic Properties: The Heart of the Portfolio

Maurizio Distefano Licensing’s classic properties are a testament to enduring appeal and consistent performance.

Bing, Bluey, and Masha and the Bear are standout examples, ranking among the most beloved animated series in Italy and beyond.

Bing, a beloved companion for preschoolers, continues to delight families with its remarkable success, now further enhanced by immersive experiences like Bing-themed activities aboard Costa Cruises.

The overwhelming popularity of this collaboration has led to its extension through 2025. This spring, Bing-themed family adventures in Italy are set to expand, offering children the chance to join Bing and Flop for exciting activities at Skiarea Folgarida Marilleva’s family parks. Thanks to the partnership between Acamar Films and the Val di Sole Tourism Board, these moments promise to create unforgettable memories for fans of all ages.

Bluey continues to charm viewers with its heartwarming and relatable family adventures, masterfully blending humor, warmth, and life lessons that

Bluey guest at “La Posta di Yoyo” on Rai Yoyo Channel resonate with viewers of all ages. With the recent release of the third batch of Minisodes, Bluey proves its dedication to consistently delivering fresh and engaging content for its passionate and enthusiastic fans. Bluey has also been a guest on La Posta di YoYo for the second time in a year just last month, December 2024.

Masha and the Bear continues to

captivate audiences with its humorous stories and subtle educational messages, maintaining a strong and consistent presence across multiple platforms. Through strategic broadcasting partnerships with Rai Yoyo and DeAJunior, along with an impressive roster of licensing partners, including Giochi Preziosi, Panini, Dolfin, Lisciani, Bauli, Zaini, Leolandia, and many

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others—the beloved characters Masha and the Bear continue to entertain and engage families across Italy.

The fact that these three properties are ranked among the top 3 most-loved children’s series on both Rai Yoyo and Rai Play further underscores the deep appreciation their fans have for their content. Their exceptional viewership and cross-platform engagement highlight the agency’s commitment to nurturing long-term partnerships.

Food & Beverage: Iconic Brands with Unmatched Appeal

Maurizio Distefano Licensing’s prowess extends into the food and beverage sector, where it represents iconic global brands such as Baileys and Guinness.

Baileys, synonymous with indulgence, offers endless possibilities for creative product extensions, from desserts to seasonal gifts. Among the notable licensees are Bauli, with its beloved Panettone, Pandoro and Colomba;

Baileys flavoured capsules by Caffé Borbone

Caffé Borbone, known for its Baileysflavored capsules and Baileys coffee cream; Casa Optima, which has crafted a delicious Baileys ice cream; Freddi, the creator of indulgent soft Baileys cream cakes; and Dessert Manifattura, which has selected Baileys for its spoon desserts, available in three distinct flavors.

Guinness, a brand with an unmatched heritage, connects with consumers through innovative collaborations that celebrate its storied legacy. Bengy & Co chose Guinness for its first capsule collection, launched for Fall/Winter 2024 and Spring/Summer 2025. The upcoming collection promises to be just as stunning, continuing the brand’s trend of blending style and creativity.

These properties provide licensees with opportunities to tap into strong brand equity and expand into new markets, ensuring mutual growth and success.

Music: A Growing Category with Global Reach

The music category at Maurizio Distefano Licensing is a force to be reckoned with, featuring a roster of over 200 internationally acclaimed artists and bands. From legendary artists like AC/DC, Iron Maiden, Rolling Stones and Pink Floyd to cultural icons like Oasis, the portfolio provides extensive opportunities for merchandise and licensing agreements.

This expansive category continues to grow, empowering licensees to explore diverse genres and connect with music enthusiasts worldwide. Every year, more and more licensees recognize the opportunity behind leveraging iconic artists and bands to create unique, compelling merchandise and licensing

partnerships supported by beautiful and impactful imagery and style guides that elevate products.

A Vision for the Future

Maurizio Distefano Licensing remains steadfast in its mission to deliver unparalleled value to its partners. Its diverse portfolio, ranging from beloved animated properties to iconic adulttargeted brands and a thriving music category, underscores its ability to adapt to changing market demands while maintaining a focus on excellence.

As the agency continues to expand its offerings and forge new partnerships, it reaffirms its role as a trusted ally for licensors and licensees seeking to create meaningful, profitable connections in the world of licensing.

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CICABOOM

Cicaboom presents Elastikorps Heropop One Piece Line and other Incredible Toys Cicaboom launches the Elastikorps Heropop One Piece line at the Nuremberg Toy Fair, alongside several other exciting new products for 2025, particularly for its Elastikorps and Puniz brands.

Cicaboom’s mission is to create timeless toys that inspire dreams. As an international company, it is renowned for its expertise in designing, producing,

and marketing toys, editorial products, and entertainment for children. Each Cicaboom product stands out for its high quality, engaging narrative universe, and innovative approach, that satisfies the imagination of kids, while meeting the expectations of adult collectors.

Over the years, Cicaboom has cultivated several successful brands such Elastikorps and Puniz, each offering a unique identity and play experience.

In 2025, the company reaffirms its commitment to the toy industry with innovative collections that embrace globally recognized IPs such as One Piece and Marvel heroes.

Celebrating the global phenomenon of One Piece through the Elastikorps collection After developing various lines of animal hero fighters and a collection under Mattel’s Master of the Universe brand, Cicaboom has enriched the Elastikorps line by acquiring the hottest license of the moment: One Piece.

Created by Eiichirō Oda, One Piece

celebrated its 25th anniversary in 2024 and is currently considered the bestselling manga in the world, with over 500 million copies sold globally and 108 volumes published since 1997, translated into more than 30 languages.

One Piece is a global phenomenon,

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with 14 films, TV specials, and merchandising, including video games and collaborations with international brands like Gucci, McDonald’s, and Seiko.

Luffy, the manga’s main protagonist, is known for his elastic powers and has various forms, the five Gears.

The Elastikorps Fighter One Piece collection celebrates Luffy’s ability to stretch and transform during battles thanks to high-quality materials that ensure durability over time and a great design, making each figure an interactive and enjoyable tribute to this iconic character.

The new range features figures characterized by large round heads, compact bodies, and intricate details that authentically capture the essence of the One Piece heroes. Each figure is designed to be more than just a toy; they are instantly recognizable collectibles.

The collection comprises figurines with different formats: the Mini 10 cm format includes the main characters of the saga, such as Luffy Gear 5 (Sun God Nika), Chopper, Zoro, and Classic Luffy.

The Maxy 16 cm format offers a larger version of Luffy Gear 5, designed to enhance playability and showcase one of Luffy’s most iconic transformations.

This collection allows fans of all ages to own stretchable versions of their favourite heroes, made from high-quality materials and with a distinctive design.

Building on the success of the previous Teenage Mutant Ninja Turtles and Spider-Man collections - the latter

The range comes in two main formats: the 23 cm Maxy size, specifically designed for manipulation and stretching, composed of large and sturdy figures perfectly returning to their original shape without losing resilience or detail, whìch has already One Piece Puniz Jumbo size - Luffy Gear 5

been featured in viral videos on TikTok and YouTube with millions of views; the 14 cm Resize format offers a smaller version of Maxy characters, proposed in single blister packs, still maintaining visual impact and quality.

The collection includes some of Luffy’s most beloved transformations: Luffy Gear 5 (Sun God Nika), Luffy Gear 4 (Snakeman), Luffy Gear 4 (Bounceman), and Luffy Tankman.

Elastikorps Heropop, from the small great heroes of the One Piece line to the latest Marvel collections

Cicaboom launches the new Elastikorps Heropop One Piece line at the Nuremberg Toy Fair. The collection is exclusively presented in the prestigious Hall 7, under the Kidults category, which is a significant recognition for Cicaboom and underlines the universal appeal of the Heropop products for both young audiences and seasoned collectors.

Elastikorps Fighters Maxy Luffy Gear 5

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One Piece Puniz Jumbo size, Gear 5 and Luffy becoming a top seller in 2024 Cicaboom plans to launch a new Heropop collection inspired by the Marvel Universe in 2025. This upcoming range will feature iconic characters such as Groot, Hulk, Iron Man and Black Panther, ensuring that these beloved Marvel heroes will be the first choice of children and fans worldwide.

Puniz One Piece collection: squishy fun meets creative design

Alongside the Elastikorps lines, the One Piece brand has inspired the Puniz One Piece collection, which has captivated audiences since its launch, thanks to its detailed design and irresistible softness.

As well as being squeezable, each character has an impressive Slow Rising effect, which allows them to slowly return to their original shape after being squashed.

Kids can also enjoy a simple and engaging game with the Puniz, called Squishy Battle, where participants flip and squeeze different characters on the floor, with the slowest to rise (the last to

fall) winning! This game is very popular with children because it is immediate and stimulates curiosity about which character will prevail.

The Puniz range comes in four sizes: Normal (7 cm), Maxy (10.5 cm), Mega (20 cm), and Jumbo (35 cm). The Mega and Jumbo sizes introduce innovative dimensions and materials, featuring a super soft interior and a velvety surface that elevates them to stylish decorative pieces, perfect for both play and display. With 12 characters inspired by crew members and beloved protagonists from the One Piece universe, each design is unique and instantly recognizable. Following the success of the exclusive pre-sale at Lucca Comics & Games 2024, the Puniz One Piece collection is now available on the market, ready to deliver softness, design, and fun to their worldwide fans.

Elastikorps Zombie Plush, a new multisensory kawaii-creepy combination

Returning to the Elastikorps line, it has been recently expanded with a brand-

Elastikorpos Zombie Plush - Maxi size (above) and normal size (right)

new Zombie Plush collection, combining kawaii design with a creepy charm. Each character glows in the dark and has different fillings, providing a surprisingly tactile experience that transforms every interaction into a moment of discovery and fun.

The 12 cm collection includes six characters, each with a dynamic and engaging playability defined by the uniqueness of their fillings, which determine their distinctive tactility. The range includes four types of fillings – Clay, Putrid Ball, Fluffy Plush, and Bone Sand. The absolute novelty of the collection is the Maxi Zombie Bear, in four colour variants: blue, white, purple, and brown.

The Maxi Bear boasts a hyper-realistic wool texture, that is warming and reassuring to touch. It incorporates the incredible elasticity of Elastikorps products and is filled with Fluffy Plush, for exceptional softness and an irresistible feel. The raised eyes, crafted from extra buttons, add a very distinguish detail that enhances the bear’s evocative appearance. Together

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with its unique texture and filling, these features transform the Maxi Zombie Bear into an ideal fusion of a traditional plush toy and a stretchable one. Thus, the Maxi Zombie Bear transcends the boundaries of classic elastic toys, becoming a true stretchable plush that combines design, tactility, and emotion in an engaging play experience.

Elastikorps Zombie Plush collection

Elastikorps Fighter Kamaleon, the magic of color changing The Elastikorps Fighter Kamaleon collection never ceases to fascinate, with an extraordinary element in the realm of stretchable toys: temperatureinduced color change. Thanks to this unique feature, each Kamaleon character becomes not just a toy but a visual and tactile experience that sparks curiosity and imagination. The line presents a rich proposal of different formats and sizes.

The newly launched 12 cm Hero size

is specially designed for small hands, enabling easy manipulation and intuitive, dynamic play. The collection features six Kamaleon characters: each one has a unique, temperature-reactive color combination – such as the Gorilla, turning red when exposed to cold water, but showing off a bright, vibrant yellow with hot water. The color-changing effect is also achieved by rubbing an ice cube on the character’s body for an immediate and engaging result.

The 4.5 cm Micro Size includes over 90 characters in bright, vibrant fluorescent, gold and silver colors, that are sure to capture children’s attention. Rare Kamaleon figures are also available in blind packs, which change colour instantly when exposed to heat or cold, or even when squeezed by hand - creating excitement for the lucky

finders! Their pocket size allows for easy transport, turning every moment into a unique playing experience.

The 23 cm Maxy Size offers larger characters with a more solid presence: the Gorilla, Turtle, Bear and Panda are the impressive protagonists.

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Capo Plaza performing at the DNSTY Urban Show, within the Milan Games Week 2024

DNSTY

DNSTY: Transforming the Interactive Entertainment and Gaming Landscapes LM is glad to introduce DNSTY, the new groundbreaking entity in the interactive entertainment and gaming industry, born from the strong will of Kintana and PEA. The company aims for a very ambitious mission: to compete in esports on a global scale and elevate gaming and interactive entertainment into something everyone desires to be part of.

DNSTY is committed to crafting memorable experiences. The company aims to elevate gaming into a universally appealing experience while competing on a global scale, promoting esports and gaming culture through engaging content that resonates with a wide audience. Thus, DNSTY enhances gaming experiences locally and globally, while fostering long-lasting connections within communities.

An overview on the Gaming Industry

The gaming industry has seen remarkable growth, with over 3 billion gamers globally. In Italy, more than 50% of individuals aged 15 to 69 identify

as gamers, making Italy the thirdlargest market for gaming content consumption in Europe. This growing audience increasingly seeks brands that demonstrate purpose and authenticity, and DNSTY promises to commit its best resources to undertake the mission to deliver impactful campaigns that resonate with gamers and fans across multiple platforms.

Strategies, Target Audience and Touchpoints

Employing a structured, goal-oriented approach, DNSTY aims at developing creative content strategies, tailoring messages according to target audiences and adapting its strategies following

Giulio “Nezak” Vitelli (27), streamer and youtuber at DNSTY data-driven reports.

DNSTY targets audiences where they are most active, exploring the potential of multiple platforms and social networks, including Twitch, YouTube, Instagram, X (formerly Twitter), and TikTok. By leveraging a diverse roster of creators and influencers, DNSTY effectively engages the Italian audiences through tailored touchpoints that enhance brand visibility.

Dynamic solutions, crafted with care

DNSTY offers a dynamic suite of services designed to elevate every client brand’s presence in the vibrant world of interactive entertainment: the

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innovative approach ensures to resonate deeply with audiences in engaging and impactful ways.

DNSTY commits to offering solutions to any kind of needs. Between the wide range of services, proprietary formats specialize in creating and managing scalable, brand-adaptable contents that seamlessly integrate with marketing purposes, connecting with mainstream audiences while ensuring the client brand’s uniqueness and recognizability.

Creative activations allow DNSTY to transform marketing briefs into captivating creative ideas, crafting campaigns that not only highlight the brand’s identity, but enhancing authenticity and relatability to the end user, thus ensuring a wide engagement.

In order to do so, DNSTY leverages its extensive roster of creators and its strong connection with the music industry to amplify its campaigns: the company’s range of influencers and ambassadors, adept at connecting with diverse audiences across various industries, makes them perfect partners for targeted influencer marketing initiatives.

Each and every campaign promises to cover every needed stage of the customer journey, through the design and execution of comprehensive marketing strategies, committing deeply to brand safety and excellence.

DNSTY engages in on-site events, as well: as an active participant in major gaming fairs across Italy, the company creates unforgettable entertainment experiences that blend gaming, music, and creator interactions. These events are tailored to meet the client brand’s visibility needs while engaging fans in a lively and organic atmosphere.

Moreover, international esports competitions will be an amazing

Clarissa “Billybella” Bianchi (25), streamer and content creator at DNSTY opportunity to partner with DNSTY: brands will be prominently featured on jerseys and through daily social media content, reaching dedicated gaming audiences worldwide. Likewise, the company’s consultancy services guide brands, agencies, and individuals through the essential steps to establish relevance and impact from the outset.

Yari “Cayden” Olmi (25), proplayer and captain of DNSTY Valorant esports team

People and Teams

DNSTY’s combined fanbase exceeds 14 million followers across social media platforms. DNSTY’s team of Italian creators and ambassadors, such as Zano and Billybella, connects with gamers while engaging with the urban music scene (through its partnerships with the artists and passionate gamers Vegas Jones, Andry The Hitmaker, Chakra) opening avenues for crossindustry collaborations that amplify brand messages.

Among their partners and clients we can mention entertainment companies like Warner Music Italy and Amazon Prime Video, FMCG giants such as Campari, Unilever, Gillette, Costadoro and AIR Action Vigorsol, the energy company Plenitude as well as mainstream consumer electronics labels such as Mediaworld and Euronics.

As DNSTY continues to innovate within the gaming entertainment landscape, its dedication to creating purposeful content sets it apart from competitors.

By harnessing community engagement and creativity, DNSTY is poised to lead in shaping the future of gaming culture in Italy and beyond.

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STUDIO 100 INTERNATIONAL

Heidi, Maya The Bee and DINO MATES: Big Plans for 2025 In 2025, Studio 100 International is set to release Heidi – Rescue of the Lynx, an animated film that continues the legacy of the beloved character. The company is also celebrating the 50th anniversary of Maya the Bee, launching a global campaign that includes a special anniversary logo and new merchandise. Additionally, a new animated series titled DINO MATES will premiere in Fall 2025, promoting values like teamwork and imagination.

These initiatives display Studio 100 International’s dedication to engaging modern audiences while preserving beloved stories.

Heidi’s first animated feature film Since its creation in 1880, Heidi has remained one of the most beloved children’s stories, captivating

generations of children worldwide. In 2025, Heidi will make her leap to the big screen with a brand-new adventure: Heidi – Rescue of the Lynx, a family film set to hit theatres in the summer of 2025.

For over 140 years, Heidi has been an iconic female protagonist, resonating with audiences of all ages who experience loss, homesickness, and the challenge of new beginnings. With over 50 million books sold in 50 languages and the 2015 TV series broadcast in 128 countries, Heidi continues to shape childhood memories while preserving her innocence and joy.

Now, her timeless values are set to embrace the modern era; the movie explores additional themes, such as Heidi’s strong connection to nature and her deeply grateful and appreciative way of living. Heidi – Rescue of the Lynx brings a fresh narrative while staying true to the core values of the brand.

Using a modern visual language that blends action with calm moments, this first-ever animated Heidi feature film offers an emotional and captivating

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story, inviting viewers into a breathtaking world.

The CGI animated adventure, running approximately 80 minutes, is designed for children and families, ensuring an engaging experience for all ages. The film is the result of a collaborative effort between several production companies, including Studio 100 International, Studio Isar Animation, 3 Doubles Producciones, and Hotel Hungaria Animation. Produced by Thorsten Wegener from Studio 100 International, with Martin Krieger as executive producer, the screenplay was written

by Rob Sprackling, known for his work Maya the Bee Anniversary Product Samples, T-shirts Heidi Tokyo Lights on Gnomeo & Juliet and The Queen’s Corgi, ensuring a script full of charm and humor. Directed by Tobias Schwarz, who previously worked on the animated film Klaus, the movie promises to deliver a memorable cinematic experience, blending heartwarming storytelling with stunning animation.

In this adventure, Heidi rescues an injured lynx cub, nursing it back to health before returning it to its family in the mountains. Along the way, she uncovers a sawmill in a nearby valley that has been destroying the environment, forcing the lynxes to seek refuge in her village. The sawmill’s owner plans to build another one in Dörfli; with the help of her grandfather, Peter, and Clara, Heidi embarks on a mission to save the lynx family and protect their

peaceful alpine home from the greedy businessman intent on destroying it.

Heidi’s heritage and evolution

Heidi continues to captivate new generations through a mix of projects that preserve her legacy and adapt her story for modern audiences. The Heidi Heritage Project, initiated in 2018, is a prime example, with the Heidiseum dedicated to elevating Heidi as a key part of Swiss cultural heritage. It houses the Heidi Archive, including original works by Johanna Spyri, rare editions, and illustrations. Recognized for its cultural value and added by UNESCO to its Memory of the World register in 2023, the Heidiseum is now preparing to open a multimedia heritage centre in Zurich.

Meanwhile, Heidi’s influence continues

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to grow in contemporary culture. Studio 100 International has launched trend books reimagining Heidi through fresh lenses, including Heidi Cherry Blossom Girl, Heidi Kanazawa Craft, Heidi Tokyo Lights, and Homesick Heidi. Heidi’s global presence is further supported by partnerships with companies like Playmobil, Zapf Creation, Sony Music, and Hachette. Additionally, in 2025, Heidi’s alpine adventures will expand into immersive gaming experiences on consoles like PS4 and Nintendo, offering fans a new way to explore her iconic world.

Maya The Bee’s 50th television anniversary

Studio 100 International is ready to celebrate the 50th anniversary of Maya the Bee’s first TV appearance in 2025, marking her journey from the 1970s series to her CGI-animated adventures.

Maya has also made an impact on the big screen with Maya the Bee Movie (2014), Maya the Bee: The Honey Games (2018), and Maya the Bee: The Golden Orb (2021).

To commemorate this milestone, Studio 100 International has introduced a special anniversary logo featuring both classic and modern Maya. A style guide will help international agents and licensees develop anniversary-

“We look forward to sharing her joy, curiosity, and sense of adventure with even more fans around the world”.

- Peter Kleinschmidt -

Heidi Tokyo Lights themed products, while an electronic press kit and social media toolkit will support promotional efforts. The global campaign begins in January 2025, as in Germany, celebrations will peak in 2026, marking Maya’s debut on ZDF in 1976.

For decades, Maya has symbolized curiosity, kindness, and adventure, and since 2019, she has advocated for sustainability through her Project Poppy

Meadow initiative.

Peter Kleinschmidt, Director of Marketing & Brand Management at Studio 100 International, emphasized that Maya the Bee’s inspirational role for half a century, stating that Studio 100 “looks forward to sharing her joy, curiosity, and sense of adventure with even more fans around the world”.

Maya the Bee Anniversary Product Samples, Stationary

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Arnie&Barney: Maya the Bee spinoff feature film

In early October, Studio 100 International announced the production of Arnie & Barney, an animated adventure about two unlikely heroes. This humorous spin-off of the successful Maya the Bee film series is targeted at older children, teenagers, and families. Delivery is planned for Q1 2026, with Studio 100 Film handling worldwide distribution.

Produced by Studio 100 International in collaboration with Studio Isar Animation and 3 Doubles Producciones, Arnie and Barney: Heroes of the Meadow is a CGI-animated film with a running time of approximately 80 minutes. The film combines action, humour, friendship, and heroism: the ants Arnie and Barney, known from the Maya the Bee universe, are voiced by the renowned Australian comedy duo Shane Dundas and David Collins, also known as The Umbilical Brothers. Both contributed to the screenplay by Fin Edquist (100% Wolf, Maya the Bee film trilogy) and significantly influenced the film’s humour, as the duo’s comedic essence shines through the narrative.

In the movie, the ant platoon embarks on a mission to save their community during a severe drought. However, the clumsy Arnie and Barney—utterly unfit for heroics—decide to take matters into their own hands. Their efforts uncover a shady water scheme, leading them to team up with a mysterious superhero mosquito. Through a series of comedic misadventures, they unintentionally save the meadow and, surprisingly, become heroes in the process! Directed by Sean Heuston, this film promises an engaging mix of humour, heart, and action for audiences of all ages.

The DINO MATES have hatched!

Studio 100 International launch a comprehensive Licensing Campaign Studio 100 International has secured global distribution and international licensing and merchandising rights for the new animated series DINO MATES (26 x 11’). This captivating adventure, blending 2D and CGI animation, is a co-production by MACK Magic, Edel Kids, and KiKA, with production underway at B-Water Animation Studios in Spain. Created by Michael Mack, CEO of MACK One, with his producer team including Anne Tintinger and Tobias Mundinger, the series is produced by Dirk Hampel (Conni, Pettson and Findus) at B-Water Animation Studios, with content creation overseen by David Ginnuttis and Oliver Huzly, and editorial guidance from KiKA. Inspired by the popular family attraction Madame Freudenreich Curiosités at Europa-Park and the best-selling Dinosaurs in Grandma’s Garden picture book series, which has sold over 300,000 copies in eight languages, DINO MATES targets children aged 6 to 10. The German premiere is set for Fall 2025 on KiKA. At MIPCOM in Cannes last October, Studio 100 International presented the project to broadcasters and streaming platforms, receiving enthusiastic feedback, especially for its concept and visual style. Negotiations with several broadcasters are already underway, and a cross-platform presence across key channels, including YouTube and social media, is planned to maximize reach.

DINO MATES follows 10-year-old Sophie and her older brother Leo as they spend their summer holidays with Grandma Clara. Their ordinary vacation turns extraordinary when they discover a real dinosaur egg in the Dragon’s Cave. The siblings embark on an exhilarating mission, forging bonds with their new dino friends and exploring values such as imagination and teamwork, as well as solidarity, problem-solving, and mutual support.

The global licensing rollout began with the DINO MATES Summit on November 14, 2024 at Europa-Park, offering potential partners an exclusive look at the series’ development and marketing strategy. DINO MATES is positioned for strong licensing opportunities in toys, publishing, apparel, and location-based entertainment.

“We are creating a brand with DINO MATES that captivates children worldwide and offers extensive potential for diverse partnerships”, reports Joachim Knödler, Head of Licensing at Studio 100 International, adding that the collaboration with MACK Magic, KiKA, Edel Kids, and B-Water Animation Studios allowed “to build a fascinating and expansive fan universe for children and families alike”. Michael Mack shared that MACK Magic is “delighted to bring these beloved characters and their adventures to a wider audience, sharing the magic of our stories”.

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MAGIC LIGHT PICTURES

Exciting New Plans for 2025 Fresh from winning an International Emmy® award for their 2023 festive animated special Tabby McTat, BAFTAwinning and Oscar-nominated production company Magic Light Pictures heads into 2025 on a wave of success following the transmission of its newest half hour special, Tiddler, on BBC One and iPlayer on Christmas Day. A boat-full of licensed products were netted for Tiddler ahead of its transmission including: children’s nightwear and apparel from Tu at Sainsbury’s; Tiddler Sparkly Stickers from Paper Projects, a Tiddler Challenge activity badge from Pawprint Family and a gift range from Star Editions available at Gruffaloshop.com. Beautiful Tiddler plush from Aurora will be coming into harbours any day!

2025 is also set to be a roaring year for Zog as it celebrates its 15th anniversary.

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

Interest in The Gruffalo and Friends

Tiddler shows no sign of slowing down and there is significant activity planned for Spring 2025 for with major in-store activations in March showcasing new and existing product launches, and last year’s highly-successful promotion at UK supermarket giant Sainsbury’s, returning for 2025.

Meanwhile, delightful preschool duo Pip and Posy continues to resonate with young audiences as one of the mostwatched shows on Milkshake! and Sky Kids.

Taking its joyful brand of play beyond the screen, Pip and Posy now boasts a toy range, launched in collaboration with master toy partner Bandai. Plastic figures and feature plushes are available at major retailers including Amazon, Jojo Maman Bebe and Hamleys, and popcorn plushes are available at TK Maxx. In addition, the range is stocked across book specialty retail,

including Waterstones stores and online, complemented by puzzles from Ravensburger and TV tie-in books published by Nosy Crow.

The brand’s most recent launches include two Tonies characters featuring Pip and Posy stories narrated by TV and Podcast star Giovanna Fletcher; and a cosy pyjama range from Aykroyds TDP available online.

Magic Light Pictures recently presented Pip and Posy to buyers and licensees at the Brands and Retail UK Winter 25 Screenings and is looking to expanding the brand further in 2025 into categories like stationery, roleplay, arts and craft and soft lines, to drive further licensing growth both in the UK and beyond.

Pip and Posy

To learn more www.magiclightpictures.com licensing@magiclightpictures.com

NEWS

ART NATION

Bashchinsky and Miraculous together in Ukraine Art Nation Licensing connects Bashchinsky and Miraculous Corp in an exciting partnership designed to bring more fun to children’s meals, combining the brands’ culinary expertise and global appeal. Ladybug and Cat Noir have been joining kids’ mealtimes since November, with the sausages available at leading retail chains across Ukraine.

CG-animated superheroes Ladybug and Cat Noir are now part of children’s mealtime, thanks to a new product line resulting from the collaboration between Bashchinsky, under the MHP culinary portfolio, and Miraculous Corp, secured

by Art Nation Licensing. Young fans of Miraculous™ – Tales of Ladybug and Cat Noir can now enjoy Miraculousbranded sausages, offering a nutritious, kid-approved, and family-friendly meal option. The vibrant packaging, featuring Ladybug and Cat Noir in dynamic designs, is sure to capture children’s attention and stand out on store shelves.

“This partnership with Bashchinsky and Miraculous Corp exemplifies

how strategic licensing can drive brand growth while delivering value to consumers. Representing Miraculous Corp in Ukraine showcase the immense potential of Ukrainian licensing market”, said Olena Nekhotsa, CEO of Art Nation Licensing.

“The Miraculous brand champions empowerment, adventure, and positive values for children, and promoting healthy food choices is an extension of that mission”, said Luca Bonecchi, Miraculous Corp’s VP of Licensing for Europe. “We inspire healthy eating habits while supporting busy families with quick, convenient solutions, giving them more time to enjoy moments together”.

“MHP research shows 38% of consumers

About Art Nation Licensing Since 2011, Art Nation Licensing has been a leader in Ukraine’s brand licensing market, offering expert marketing solutions that help partners succeed. The agency manages local brand rights and represents global brands in Ukraine, connecting international properties with the local market.

To learn more: www.artnation.agency/en/

choose sausages for family convenience, and 26% because children love them.

With kids influencing purchases, we designed Bashchinsky products for young audiences, using familiar characters on packaging. From product creation to consumer outreach, our approach is always consumer-centered”, said Oleh Shmulyayev, Deputy Chairman of MHP’s Marketing Board.

This collaboration highlights the growing impact of licensing in Ukraine, showcasing the synergy between entertainment and everyday products, being a great example of how partnerships between trusted food brands and beloved franchises drive value and innovation.

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INTERVIEW

Iconic Puzzles

TOTTENHAM HOTSPUR

Playing The Global Game: Tottenham Hotspur’s Licensing Goals for 2025 Gianluca Rossi Could you provide us with an overview of the licensing strategies you are currently building around the Tottenham Hotspur brand?

Our football club, also known as Spurs, has approximately 80 licensees globally and strives to create and offer a wide variety of unique and easily accessible products for all our fans worldwide. We have a global fan base of 616 million: football involves all ages – people are born in and remain loyal to their team– and we want to make sure there is a product for everyone, from babies to seniors. Our biggest licensing market is currently the UK but we recognise emerging opportunities in territories where we (and the Premier League in general) have a large fanbase–USA, South Korea, Australia, Brazil, and China.

LM interviewed Gianluca Rossi, Brand Licensing Manager at Tottenham Hotspur, to explore the London football club’s innovative licensing strategies and plans.

What can we expect from you in terms of forthcoming news?

Tottenham Hotspur is redefining its licensing strategy from mono-branded apparel and back to school items to home good items, collaborations and toys. A major 2025 goal is to expand traditional categories with trend-driven items and a more fashion-led approach, creating stylish, trendy items appealing to both non-traditional fans and the growing female fan base, powered by the popularity of our women’s team.

The club is also moving to modernize our approach to home décor, working with innovative neon sign and artistic poster licensees. To captivate younger audiences, we are looking to move beyond traditional football annuals and coffee table style books, exploring

INTERVIEW

Banbo Toys Action Figures: Heung Min Son

Here and below: The Gift Scholars comics and illustration led books. With the pet category rapidly expanding - 75% of 20–38-year-olds own a pet, according to Common Thread Collective - and our Tottenham Hotspaw pet supporters’ initiatives, we now have a strong foundation for introducing a licensed range of pet wear and accessories. Fans can also expect from us some niche offerings such as mystery subscription boxes from Storehouse In A Box in the US market, skincare and cosmetics from Olive Young in the South Korean market, and mixed-metal jewellery from The Carat Shop, available worldwide.

Which of the many categories you mentioned is the most relevant?

Trading cards has proven to be an interesting development for us. We currently have four different trading card partners and have recently identified a market for a more mature audience, having a keen interest in highly sought-after, premium collectible cards, produced in very limited runs.

Futera, the perfect limited edition leader, complement our other collectible trading card licenses with Panini and Topps.

Talking about distribution, where is your major fan base located? And which are the key places where you aim to expand and spread brand awareness?

Our fanbase stretches all around the

world! Tottenham Hotspur’s licensing involves agents in the US, Australia, Brazil, South Korea, and a new Swedish agent for Europe (excluding the UK and Ireland). In South Korea, club captain Heung-min Son, also the national captain, attracts many South Korean tourists, supported with Koreanspeaking staff and unique merchandise in our retail shop, our e-commerce channels, and our agents locally.

On the Australian market, our influence has evolved with our Australian manager - Ange Postecoglou: we introduced

exclusive Australian themed toys, plush and apparel. The designs have included a take on our traditional cockerel on the ball crest reimagined with a Kangaroo.

The Premier League is very popular in China: we are working with All Star Partner – who manage our localised e-commerce channels, T-Mall, Douyin and WeChat, allowing us to engage with our fanbase there. In Thailand, CRC Sports oversees local merchandise production, reducing shipping barriers and complementing our direct e-commerce. We are adapting to different shopping habits and consumer trends, across specific markets.

Looking ahead, we are focusing on expansion in India, Japan, and South Africa, using pre-season tours to engage local fans and boost brand visibility. Our recent tour in Japan – one of the fastest growing regions for our e-commerce, having grown by 15% in 2024/25 in comparison to previous year – is encouraging to furthermore localised international licensing agreements.

What steps is Tottenham Hotspur taking in gaming, a hot topic that attracts teens and young adults?

Our major gaming partner is EA Sports: our Club and our stadium are featured in the popular EA FC game. We recognise the importance of digital licensing

Banbo Toys Action Figures: Kulusevski

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Banbo Toys, who make articulated action man style figurines of our players, very popular with our teenage fan base.

Also, Tottenham Hotspur Stadium one of the bests in the world - lends itself perfectly to building type toys.

Our licensees recreated the stadium in varying materials and sizes, such as FOCO and Microdesigns – fans can now build their very own stadium at home!

We love toys which are suitable for all age groups and families. One recent example is our key European licensee Iconic Puzzles. They have developed a very niche wooden jigsaw concept, made up of parts shaped like player motifs, extremely popular across our fan base.

The Gift Scholars and engaging with the Gen Alpha: expansion in this area is a key part of our strategy. We are currently working internally across Digital, Partnerships and Marketing, to ensure a collaborative approach into gaming – with several interesting conversations ongoing.

Recently, we also launched Spurs’ retail presence on the TikTok shop.

You highlighted that trading cards are a core product for your brand. What role does the toy category play in your overall brand strategy?

The toy sector is crucial for us, but a drawback is that our players, as valuable intellectual property, pose risks due to long tooling timelines and

FUTERA Trading Cards

transfer windows. Chirpy and Lily, our two mascots, are also a big part of our identity, and we regularly see licensees use these mascots on their products.

We do still work with a few licensees.

University Games produces traditional games like Rubik’s cube and Subbuteo for our ‘kidult’ fanbase. The Gift Scholars leads the electronic toy subcategory with products such as remotecontrol cars and unique plush products, bringing a bit of fun to our brand.

Our players are well represented within the toy industry. We have a longstanding partnership with Creative Distribution to produce miniature player figurines, well-known among football fans, as well as an agreement with

What are the brand’s big plans for 2025?

Firstly, we plan to expand into new countries where we have a solid fanbase, providing them with easily accessible products. Secondly, we are focused on sustainability: the club is the greenest in the Premier League, having hosted the first net-zero match, Game Zero, back in 2022. As a member of Products of Change, we are constantly working to minimise packaging and waste, an integral commitment to our brand identity. Thirdly, we are focused on building relationships with new fans and enhancing engagement through direct retail. Our ongoing collaboration with SJ Trend in South Korea has produced 26 popup stores, called Football Standard, selling limited edition adult and children apparel and memorabilia. In 2024, we developed a direct retail relationship with Calendar Club’s football division Fan Club, opening up 18 pop-up stores in key locations across the country-a rewarding innovation, both in terms of brand recognition and sales. Now, we are looking to do more product and retail activations.

Fan Club Retail Store

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The growth of licensing in China

CHINA LICENSING EXPO

China Licensing Expo 2025. An Overview The China Licensing Expo 2025, hosted by the CTJPA and the Licensing Council of China, will take place from October 15-17, 2025, in Shanghai, celebrating the 18th edition of Asia’s largest licensing show since its debut in 2007.

The China Licensing Expo (CLE) 2025 is set to be a landmark in the licensing industry, showcasing the latest trends, innovations, and opportunities. As Asia’s largest licensing show, it aims to foster collaboration and networking among brands, licensees, and industry leaders, bringing together international exhibitors and professionals.

The expo, hosted by the China Toy & Juvenile Products Association (CTJPA) and the Licensing Council of China, will highlight significant market opportunities across 16 key license categories, including food and beverage, apparel, home décor, stationery, toys, and consumer electronics. With the addition of the IP365X online platform,

The licensing landscape in China has demonstrated impressive resilience, attracting both domestic and international interest. In 2023, retail sales of licensed products reached RMB 140.1 billion, indicating a modest 0.8% increase year-on-year, while royalties rose to RMB 5.47 billion, up 0.9%. These figures highlight a strong demand for licensed merchandise across various sectors. By the end of 2023, 68.5% of licensors had been active in the market for four years or more, marking a 2.1% increase from 2022, with 20.2% boasting over ten years of experience. Conversely, newcomers with one year or less in the business made up 14.9% of the total, reflecting a significant increase of 10.8% from the previous year. This influx of new licensors points to a vibrant market with fresh ideas and business models.

As of December 2023, China had 654 brand licensors, representing a 1.4% year-onyear increase, while the number of licensed IPs reached 2,483, up 3.1% from 2022. Notably, entertainment IPs dominated the market, accounting for 54.8% of licensing activities, with cartoon and animation IPs representing 30.4% of that share.

The rise of China’s licensing industry is further highlighted by its recent ranking as the world’s fourth-largest licensing market, surpassing Germany in 2023 for the first time (Global Licensing Survey, LIMA).

attendees will benefit from year-round exposure and numerous matchmaking opportunities; boasting over 291,000 page views, the platform is set to enhance connections among trade associations.

Spanning 65,000 square meters, CLE 2025 will feature extensive media coverage, with over 200 press partners, and showcase more than 2,600 IPs. International exhibitors, including major brands like Disney, Warner Bros., and Pokémon, will take stage alongside pavilions from South Korea, Japan, Europe, and the United States. The event will also spotlight a diverse range

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In partnership with

Licensing Magazine will exhibit at the next CLE and will release a dedicated China Edition of its publication. To learn more how to be on board in this special issue, write to: info@brands-media.com For any further information about CLE got to: en.chinalicensingexpo.com buyers, whose participation surged by an impressive 110%. During this exhibition, nearly 100 events were organized, providing a precious platform for industry professionals – including IP copyright holders, licensees, distributors, manufacturers, and retailers of categories, from beloved cartoon and animation characters like Mickey Mouse and Transformers, to fashion and lifestyle brands such as POP MART and tokidoki. The arts and museums section will see prestigious institutions like The British Museum and The Palace Museum.

With its expansive scope and international reach, CLE 2025 promises to be a pivotal event for industry professionals eager to explore new licensing opportunities and forge valuable global partnerships in the vibrant Chinese market.

The impact of the 2024 China Licensing Expo

The 17th China Licensing Expo, held from October 16 to 18, 2024, at the Pudong New International Expo Centre in Shanghai, was a significant event that showcased the vitality of the Chinese licensing industry. Covering an expansive area of 50,000 square meters, the exhibition featured 424 exhibitors and highlighted over 2,500 full-category IPs, from both domestic and international sources. The event

attracted 86,128 professional visitors, a remarkable 30% increase year-onyear, including nearly 2,000 overseas

– to network and explore collaborative opportunities across borders.

The Licensing Council of China

The Licensing Council of China is the sole national trade association dedicated to the licensing industry within the country. It collaborates with various government organizations, including the Ministry of Commerce and the Ministry of Culture and Tourism, to enhance awareness of licensing benefits, elevate professional expertise, and foster industry growth. The council plays a key role in the industry, working alongside 26 national trade associations spanning diverse sectors. Its functions encompass strategic planning, trade fostering, brand promotion, statistics reporting, omni-media operations, international collaborations and charity initiatives.

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In partnership with

EQUASIA

Equasia’s ultimate guide to success in the Asian markets Equasia, a premier business consulting and services group, specializes in navigating the dynamic markets of China and Southeast Asia. With over 20 years of experience and a strategic presence across the region, Equasia is a trusted partner for businesses seeking sustainable growth in Asia’s rapidly evolving landscape.

Equasia is a leading business consultancy focused on empowering clients in China and Southeast Asia.

The group’s dedication to supporting businesses thrive in these regions is reflected in its extensive presence: with offices strategically located in key cities such as Shanghai, Hong Kong, Singapore, and Ho Chi Minh City, Equasia is well-positioned to monitor local market trends and consumer preferences. The organization offers tailored solutions designed to help businesses confidently navigate these vibrant markets, covering every critical aspect of business – from corporate

advisory and risk management to regulatory compliance, from ESG initiatives to intellectual property management, as well as support via its legal arm: BNLS Law Firm, a PRCcertified law firm. With its bespoke approach, Equasia ensures that businesses not only survive but thrive in Asia’s competitive environment.

At the heart of Equasia’s mission is assisting international companies – particularly those from Europe and the Americas – in achieving successful market entry and sustainable growth across various industries, such as entertainment, medical technology,

healthcare, agriculture, aviation, and banking.

With over 20 years of experience and an extensive network of local experts, Equasia stands out for its ability to navigate the complexities of the Asian market. A significant focus is placed on IP protection, which is vital for ensuring a competitive advantage in China’s challenging regulatory environment.

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In partnership with

A comprehensive approach to every client’s needs

Equasia takes a strategic and broad approach to every client’s needs, ensuring that each market entry is tailored to the unique challenges and goals of the business. The organization conducts thorough market research, providing deep insights into local market dynamics and consumer behaviours; this research drives informed decisionmaking, guiding businesses as they craft customized strategies that align with their overall objectives. Equasia also provides expert advice on meeting regulatory requirements and enhancing corporate responsibility through effective ESG practices. prepared to manage potential disputes.

Through its legal arm, it can facilitate arbitration or litigation when necessary.

BNLS Law Firm’s comprehensive legal support includes preparing required documentation, assisting with registrations, and setting up entities.

Equasia also aids businesses in collaborating with local experts who offer insights into cultural, legal, and market dynamics. The company prioritizes IP registration and management from the outset, and conducts rigorous due diligence to evaluate potential partners effectively.

In particular, assisting with the protection of innovations within China’s complex regulatory landscape, which is crucial for business continuity. The risks of IP infringement can seriously threaten a company’s competitive edge and longterm success; leveraging its expertise, Equasia helps businesses avoid common pitfalls such as underestimating the importance of local culture, failing to conduct thorough market research, or partnering with unsuitable local partners or distributors without proper due diligence.

“China is a pivotal region for International businesses seeking growth. With its vast consumer market (the largest in the world), advanced manufacturing capabilities, and increasing demand for innovative products, China presents significant opportunities and will provide companies with valuable knowledge that will be useful for their international position.”

Customized solutions for IP protection

Equasia’s IP practice has evolved in response to clients’ specific needs and the complexities of multidisciplinary projects, such as mergers and acquisitions, as well as contract

negotiations. The group provides tailored solutions to protect and manage IP rights, enabling clients to navigate intricate legal landscapes while maximizing the value of their innovations and brands. Equasia ensures that businesses are well-

The strategic importance of the Chinese market

China offers a game-changing opportunity for European businesses looking to expand globally. With its status as the world’s largest consumer market, it boasts cutting-edge manufacturing capabilities and a growing demand for innovative products. However, unlocking this potential requires a strategy that expertly navigates local market dynamics and complex regulatory landscapes. By leveraging Equasia’s expertise, companies can confidently chart their path, overcoming challenges and positioning themselves for longterm success in one of the world’s most vibrant and rapidly evolving markets.

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In partnership with

ENZO E PARTNERS

Your trusted partner for Chinese and Asian markets With over 20 years of experience working with premium car brands, Enzo e Partners (EEP) is a leading brand licensing agency dedicated to helping European companies expand into China and Asia. With offices in Italy, the UK, and Germany, EEP has established strong connections with European managers and is now ready to widen its portfolio into automotive, lifestyle, fashion, videogaming, and kids/young adults’ products, backed by a vast network built over years of success.

From past milestones…

Enzo e Partners (EEP), founded by Enzo Wang, has built a strong presence in automotive brand licensing over its 20+ years of operation. Enzo Wang, served as general manager of the Italian multinational trading company Grani & Partners (China Department) from 1999 to 2009. During his tenure, he led a team of about 50 people, creating remarkable achievements in Sino-Italian trade.

Established in 2012 with offices in Hong Kong and Shenzhen, EEP was created to focus on the growing brand licensing market in China and has previously partnered with top automotive brands such as Porsche, Audi, Mercedes-Benz, Bentley, and Toyota. A pivotal milestone was achieved in 2014 when EEP was appointed the official licensing agent for Automobili Lamborghini across Asia—a prestigious and ongoing partnership that

underscores the agency’s prominence in the region.

Today, with a network of offices across Asia and Europe, EEP leverages its deep expertise in both licensing and product development to manage diverse license programs. The company’s competitive advantages stem from its extensive experience with international car brands and a strong understanding of product development in both toy and lifestyle merchandise.

… to future goals

In recent years, EEP expanded its role to include direct licensing of products.

This strategic shift has further solidified its position in the automotive licensing market, driven by strong partnerships and increasing demand for branded merchandise. Among its offerings are collectible car models and electric

Enzo Wong, EEP Founder and CEO, and Francesco Orlando, EEP Italian Office Managing Director, at the Lamborghini Arena Event, April 2024 ride-on vehicles like the Mazda MX-5 Children’s Electric Vehicle, along with various lifestyle products.

Enzo e Partners exemplifies successful brand licensing through strategic partnerships and innovative product development. The agency’s growth trajectory suggests a robust revenue potential in the automotive licensing market, and the increasing demand for branded merchandise and collectibles further supports this outlook. As EEP continues to expand its influence in both Asian and global markets, it remains committed to enhancing consumer brand experience with high-quality licensed products.

To learn more, visit the EEP website: www.EEP.hk

Enzo e Partners Limited Official Licensing Agent for Automobili Lamborghini S.p.A

REDMI Smart Phone x Automobili Lamborghini

POPMART Trendy Play x Automobili Lamborghini

YOUR TRUSTED BUSINESS PARTNER IN CHINA GLOBAL OFFICES Shenzhen | Guangzhou HongKong | Italy | Japan | Korea | UK| Germany

China Offices: Room 102, Building 4, Qianhai Shenzhen-Hong Kong Youth Innovation and Entrepreneur Hub, Nanshan District, Shenzhen.

HongKong Offices: Room M, 8/F, Phase 2, Wah Fung industrial Centre, 33-39 Kwai Fung Street, Kwai Chung, New Territories, Hong Kong.

Do you wish to learn more about how to develop your business in China?

Write to: license@eep.hk - francesco@eep.hk

www.eep.hk

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KASAGI LABO

Bridging Japan’s rich Anime legacy with global audiences LM interviewed Kendrick Wong, Founder & CEO of Kasagi Labo, with HQ in Singapore.

The discussion aimed to explore how Kasagi Labo brings Japan’s anime heritage across global markets, highlighting its background, strategies for international collaboration, and insights into anime’s cultural influence and future projects.

Could you share an overview of Kasagi Labo’s background and its journey in the anime industry?

Kasagi Labo was founded as a bridge between Japan’s rich anime heritage and the global audience’s growing demand for authentic and innovative anime content. Our core mission is to connect a billion anime fans with top-tier creators to actively participate in and influence the creation of anime stories.

Kendrick Wong

In what ways does Kasagi Labo serve as a vital partner for international collaborators seeking to connect with the Japanese anime ecosystem?

Kasagi Labo bridges the traditional Japanese anime ecosystem with global opportunities, empowering licensing partners to tap into previously inaccessible markets and creator networks and access content that resonates with worldwide audiences.

Our comprehensive approach integrates merchandise licensing, targeted marketing, collaborative content creation, and cutting-edge technological innovations – enabling partners to maximize IP value across multiple revenue streams. A large part of our business strategy also focuses on building up the fan-creator ecosystem to drive engagement so we can constantly seek new growth and monetization

opportunities in the expanding international entertainment marketplace.

What are the key drivers behind anime’s growing global popularity, and how does Kasagi Labo leverage these trends?

Initially perceived in the 70s and 80s as primarily children’s entertainment, anime has undergone a significant transformation. Today, it encompasses a wide range of complex themes that resonate deeply with adult audiences, broadening its appeal across diverse age groups. The entry of international streaming giants like Netflix and Crunchyroll, who now produce original anime content, has further propelled this trend. Additionally, platforms like TikTok have become instrumental in driving the spread of anime among Gen Z. A recent survey by Polygon and Vox Media Insights and Research in 2024, which

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In partnership with

Kendrick Wong speaking at the last Asia TV Forum involved over 4,000 U.S. adults, revealed that 42% of Gen Z watch anime weekly, a number that has steadily increased with successive generations, illustrating its significant appeal amongst younger demographics.

“Anime’s impact on the global landscape extends far beyond traditional media to influence the world of fashion as well. Over the years, anime has moved from being niche to mainstream in global entertainment”

How would you articulate anime’s cultural and economic influence within the global entertainment landscape?

Anime’s impact on the global landscape extends far beyond traditional media to influence the world of fashion as well.

Over the years, anime has moved from being niche to mainstream in global entertainment; for instance, while luxury brands like Jimmy Choo, Loewe, Dior have launched collections inspired by iconic anime series like Sailor Moon, Studio Ghibli’s My Neighbour Totoro and Spy x Family.

The seamless melding of anime aesthetics into high fashion underlines its significance and enduring influence on global culture.

Beyond Japan, which international markets or regions does Kasagi Labo prioritize, and what strategies drive its presence in these areas?

Kasagi Labo actively engages with

markets not only in Japan but across North America and Europe, where anime fandom is vibrant and growing.

Additionally, Southeast Asia has emerged as a dynamic market where our content is enthusiastically received.

We are exploring further opportunities in these regions through tailored content strategies that address local tastes while retaining the universal themes of our productions.

Could you provide insights into Kasagi Labo’s upcoming projects?

We have an exciting lineup at Kasagi, including several TV series and a movie. One of the highlights is Special Kid Factory, from the team behind ID: Invaded, and Netflix’s Garouden: The Way of the Lone Wolf. There are more projects in the works, including revivals of some classics tailored for today’s audiences. More updates will be shared soon – stay tuned!

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LICENSING CHINA SHENZEN

Trendy Toy Zone to make its Debut at Toy & Hobby China 2025 Toy & Hobby China 2025 is poised to introduce the Trendy Toy Zone, a new area showcasing the latest trendy collectibles for teenagers and kidults.

Toy & Hobby China 2025: A global platform for toys, baby products, and licensing

The 37th Toy & Hobby China (formerly known as Toy & Edu China) will be held at the Shenzhen World Exhibition & Convention Center from April 7–9, 2025.

The event, which attracted over 1,400 exhibitors and more than 2,100 brands across an exhibition area of 130,000 square meters in 2024, is organized by the Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co., Ltd., and Messe Frankfurt (HK) Ltd. It will take place concurrently with Baby & Stroller China and Licensing China, uniting three key sectors: toys, baby products, and licensing. This dynamic platform aims to highlight significant opportunities in these areas, particularly with the ongoing growth in maternity, childcare, and licensed goods. With China’s expanding visa-free entry policy, the fair is anticipated to attract international attention from buyer

groups across Southeast Asia, Korea, Taiwan, and other decisive markets.

Introducing the new Trendy Toy Zone

As playtime evolves, it increasingly attracts a wider audience, leading to a surge in demand for trendy, collectible toys aimed at teenagers and adult collectors. According to Statista, the consumer base for collectible toys in China is projected to grow to 40 million by 2025 and 49 million by 2030. This rise indicates a promising future for China’s collectible toy market, which is expected to reach USD 15.2 billion by 2026.

In response to this growing trend, and with the aim to attract more buyers like previous participants MINISO and POP MART, the rebranded Toy & Hobby China 2025 will unveil the Trendy Toy Zone.

This new space will be dedicated to this expanding market by featuring an array of trendy and collectible toys suitable for

consumers aged 14 and older. Located in Halls 14 and 16, this zone will present a vast range of products such as designer toys, blind boxes, garage kit figures, ball-jointed dolls, cotton dolls, and more.

For the first time, Licensing Magazine will have a dedicated booth at Toy & Hobby China 2025. Stay tuned for more updates and visit our websites/ social media!

For further details about Toy & Hobby China 2025, please visit: en.chinatoyfair.com, en.chinababyfair.com, and licensing-china.com

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WHAT’S NEW

New Toy Releases from Beloved Brands

By Rossella Arena As the toy industry continues to adapt to changing consumer preferences, the impact of licensing remains a significant driver of market expansion, with licensed toys representing 32% of the total toy market in 2024 (Circana). Successful licenses like Bluey lead to a surge in innovative toys in 2025.

YuMe Toys’ portfolio features popular IPs, including flagship lines Hero Box and Zoom Hero, alongside its renowned plush collection, DZNR. In Spring 2025, YuMe will launch the second season of Hello Kitty and Friends collectibles in collaboration with Sanrio. Following the celebration of Hello Kitty’s 50th Anniversary, this expanded range introduces new characters and fan favourites, with 5cm and 7cm figurine collections in blind-box packaging, innovative keychains, lightup designs, and memo stands, blending nostalgia with modern flair for the growing kidult audience.

The DZNR plush range will also include Hello Kitty alongside new favourites from Stranger Things, Squid Games, and Jujutsu Kaisen. Combining unique Hello Kitty Princess figurine by YuMe Toys

fabrics, tactile 3D details, and eyecatching packaging, these 7.5” designer plush toys continue to captivate collectors and families.

Debuting in 2024, the Hero Box standout collection will highlight global icons like Spider-Man and Harry Potter in collectible figurine boxes.

YuMe Toys will also showcase complementary ranges, across leading IPs from Disney, Marvel, Jujutsu Kaisen and others, through its own Zoom Hero, Pocket Hero, Squish Hero, and Bobble Hero lines.

Hero Box Harry Potter figure Top image: Squid Game collectibles

The LEGO Group and BBC Studios have announced a partnership to merge the globally adored world of Bluey with the LEGO universe for the first time. The partnership will unveil six new LEGO Bluey sets in Spring 2025, across the LEGO 4+ and LEGO DUPLO themes, inspired by the animated TV series.

The partnership aims to create equally fun moments of imaginative roleplay and creativity for families as they reproduce scenes from the show.

Michaela Edgerley Stovicek, Head of Preschool at LEGO, expressed

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excitement about the collaboration, because it aligns with both brands’ values of play. Julie Kekwick from BBC Studios echoed this sentiment, highlighting that these sets will enhance family engagement with Bluey characters and stories.

Bluey is currently the most-watched series globally on Disney+, making this partnership particularly significant.

Moose Toys has conceived an exciting new range of toys for young fans 3+, inspired by the beloved series Bluey, launching in July 2025. Among the standout products is the Bluey Buddies Big Heeler 4WD, a remarkable vehicle measuring nearly 11 inches tall and 18 inches long. This toy comes with a plush Bluey figure, ready to embark on imaginative adventures with up to three other plush friends. Kids can personalize their vehicle using colorful stickers and the spacious storage area under the hood for extra gear.

to magnetic building fun. This set allows kids to construct their own tree house while engaging in themed activities with magnetic figures of Bluey and Bingo.

Bluey and Bingo are ready for grocery fun with the Bluey Supermarket Playset.

Available from August 2025, this multilevel playset features 15+ accessories, sounds, and a working escalator, perfect for imaginative play.

These new toys not only foster creativity but also enhance storytelling through play, making them perfect for children aged 3 and up.

Available from January, the Bluey Dump Truck promises “loads” of fun, inspired by episodes of Bluey’s construction adventures. Accompanied by Bluey and Bingo figures, kids can load boulders into the truck and enjoy realistic play with additional accessories like a road barrier and “at work” sign.

Also launching in January for ages 5+, the new MrBeast Lab Creation Station allows fans to create their own super squishy MrBeast action figure for the first time, filled with two things synonymous with the hugely popular influencer - feastable bars and stacks of cash.

Rainbow Designs takes over as Bing’s Master Toy partner Acamar Films has partnered with Rainbow Designs as the master toy licensee for the award-winning preschool property, Bing. The multi-year agreement will launch products for children aged 6 months to 4 years in AW 2025. “Rainbow’s Designs dedication to quality and innovation aligns perfectly with our mission to create meaningful and developmental play experiences for young children” said Laura Clarke, Executive Director, Global Licensing at Acamar Films.

Leading toy and game company Hasbro has launched a brand-new collectible mix and mash action figure Bluey Chat Mates - Bingo The Bluey Chat Mates figures, featuring Bluey and her sister Bingo, are another engaging addition. These interactive figures bring joy as they speak ten memorable phrases from the show, when their noses are pressed. The set also includes Granny Janet (played by Bluey) and offers delightful dialogue that will resonate with fans, enhancing role-play experiences. For those seeking vehicle-themed play, the Bluey Vehicle with Figure collection includes various cars featuring beloved characters like Granny Janet and Muffin, each designed for imaginative road trips.

Lastly, the innovative Tile Town – Bluey Tree House playset introduces children

MixMashers Black Panther

MixMashers Iron Man

line: MixMashers. MixMashers figures feature parts and pieces that pull apart and mash together to create unique toys, with universal connectors for compatibility and durability.

Create new super powers for fanfavorite Marvel heroes and villains including Spider-Man, Venom, Iron Man, Hulk, Thanos, Captain America, and Black Panther. Or mix and mash your way across the galaxy in 2025 with Boba Fett, Chewbacca, The Mandalorian & Grogu, Darth Vader, Darth Maul and more figures to enact distinctive Star Wars battles. Or roll out with legendary

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Decepticon’s Starscream and Megatron joined by Autobots Optimus Prime, Bumblebee, and Optimus Primal from this autumn’s Transformers.

This adorable tiger is designed for imaginative play and makes a perfect gift for kids who love animals. Complete your collection with other characters like Popcorn and Juno.

Finally, the Vida the Vet Clinic Treehouse Playset includes Vida and Sunny action figures along with doctor kit accessories. Standing over 12 inches tall, it features four play areas and sound effects for an engaging play experience.

Sky Castle Sticki book

Fly High Babar Hot Air Balloon ornament Nelvana introduces exciting new toys from its popular properties. The Miraculous Paris Heroez Playset from Playmates Toys, standing four feet tall, features three levels of play, a working elevator, and a zipline. Kids can explore a picnic area, restaurant, and shops with over 40 accessories, including hidden pop-out panels revealing a bookstore, ice cream shop, art supply store, and bakery.

Add whimsy to your holiday decor with the Fly High Babar Hot Air Balloon ornament from Rauch Brands, perfect for brightening your Christmas tree.

Enhance your Care Bears collection with the 14” Collector Edition Cheer Bear plush. This special version features bright pink fur adorned with silver hearts and twinkling eyes that reflect her cheerful spirit.

Meet Koa, a 7” plush toy from Spin Master’s Vida the Vet series.

Vida the Vet - Koa plush

Vida the Vet - Clinic Treehouse Playset Sky Castle Toys, a social media and collectible toy company, and the leading global toy company Jazwares recently announced a multi-year partnership to expand the distribution of Sticki Rolls, the trend-setting collection of wearable and shareable sticker bracelets and children’s jewelry. Jazwares will oversee sales and distribution to mass, club and grocery retailers in the US, as well as mass and specialty retailers in Canada and major European markets, such as Germany and France.

“Sticki Rolls has quickly become a popular fashion statement, that combines the appeal of Kawaii-inspired stickers with jewelry,” said Herb

Goodyear Auto Repair Workbench

Mitschele, Executive VP of Global Sales and Planning at Jazwares.“We look forward to working with the Sky Castle to broaden the brand’s reach”.

Since its launch at VidCon in June 2024, Sticki Rolls brand’s social presence has skyrocketed, amassing nearly 300 million video views on YouTube and growing its social media following to over 400,000 passionate fans. Its humorous storytelling videos featuring cute characters and Kawaii art have become a pop culture favorite. Despite being new, Sticki Rolls has received numerous toy awards including a nomination for The Toy Foundation™ 2025 Collectible of the Year (TOTY®) Award, and the recognitions Good Housekeeping® 2024 Best Toy Award Winner and Parents’ Best Big Kid Toy of 2024.

Goodyear Toys, in collaboration with Red Toolbox, unveils the new Goodyear Pretend Play line. This exciting collection includes realistic toys such as tire-changing kits, mechanic tool sets, and car care accessories, designed to engage children in imaginative play while enhancing problem-solving skills and fine motor development.

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Goodyear Water Pressure Car Cleaner set Ami Rosenfeld, CEO of Red Toolbox, stated: “Our mission is to empower kids through play. Partnering with Goodyear allows us to inspire the next generation of car enthusiasts and mechanics.” With over 125 years of trusted quality in tire and automotive technology, Goodyear’s new line introduces kids to automotive mechanics in a fun way.

Available at major retailers like Walmart and Amazon, the Goodyear Pretend Play range features products for various age groups, promoting both individual and group play.

Matteo Dalla Villa, Epoch by Fantasia

Sylvanian Families’ figures Since 1985, Epoch’s Sylvanian Families has captivated audiences with timeless anthropomorphic animal characters,

characterized by thoughtful details and pastel colors. As part of the Kawaii phenomenon, which celebrates the beauty in small things, these toys appeal to both children and kidults.

Matteo Dalla Villa, Country Manager of Epoch by Fantasia, Epoch’s Italian subsidiary, notes that the brand’s popularity in Italy surged by 2.5% in 2024, reaching a market value of €4.5 billion. Social media platforms like Instagram and TikTok have fueled this growth, with unboxing videos and themed challenges turning Sylvanian characters into sought-after collectibles.

The brand has evolved to include fashionable accessories like key rings and charms, allowing fans to express their personalities while embracing Kawaii aesthetics.

Empowering aspiring toy creators The Toy Coach is a reputable resource for aspiring toy creators and industry professionals, founded by Azhelle Wade, a seasoned toy industry expert. Through the Toy Creators Academy, The Toy Coach offers mentorship, training, and community support to help inventors from around the world bring their ideas to life and succeed in the competitive toy market. To date, they have supported over 230 inventors, some of whom have secured licensing deals, and are set to have their products in stores during 2025.

For more information about the program, please visit: https://www.toycreatorsacademy.com/enroll

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CwaZyLeigh CreaTions creates whimsical worlds that ignite young imaginations and foster connection.

Their projects, CwaZyBean Aliens and CwaZyHog, bring unforgettable stories and characters to life, aiming to be a leader in children’s content and toys.

With support from Virgin Startup, they secured funding and mentorship to develop products that inspire and educate, including soft toys, books, and puzzles. The CwaZyBean Aliens feature 11 unique characters promoting unity and friendship through humorous adventures. The CwaZyHog project follows Sir Laurence Huffington, a hedgehog teaching responsible pet ownership.

The Mo Willems’ Pigeon Series Tonie

by Hidden Pigeon Company and tonies is an engaging audio play figurine that brings to life the beloved character from Willems’ children’s books, including Don’t Let the Pigeon Drive the Bus! and The Pigeon Wants a Puppy!. With a runtime of 38 minutes, it features 12 tracks that blend storytelling with music from the popular musical adaptation.

This delightful collection teaches valuable lessons about patience and listening, making it ideal for children aged 3 and up. Available at retailers like Target and Barnes & Noble, it encourages independent play and interactive experiences.

SRM Entertainment’s Sip with Me cups four Zoonicorns who guide young animals through dream adventures that teach vital social-emotional skills like optimism, determination, and resilience.

New products include SRM Entertainment’s Sip with Me children’s cups featuring all four Zoonicorns and a melamine dinnerware set with branded tumblers.

Storypod’s Crafties are adorable yarn characters that interact with an audio system to engage kids with multi-sensory stories and songs. A new Zoonicorn bundle for Storypod’s interactive audio player will include a Promi Craftie character, an audio storybook titled Home Sweet Home, an activity & coloring book, and a magnetic token with 10 sing-along songs.

Both projects were showcased at Ignite Pitch during Brand Licensing Europe 2023, providing valuable industry insights. Co-founders Mira and Tamaryn Kraleva-Greener present their creations at the London Toy Fair and Spring Fair in 2025, aiming to connect with new partners and share their vision of empathy and creativity.

Zoonicorn is streaming globally in nearly 200 markets, including the US on Amazon Prime Video, Peacock TV, and Happy Kids TV. The show features

SRM Entertainment’s Sip with Me melamine dinnerware set

Mo Willems’ Pigeon by tonies

Nostalgia reimagined: the innovative Care Bears POG collaboration POG, the innovative platform that revitalises nostalgic collectibles through gaming and blockchain technology, is excited to partner with Care Bears.

This collaboration introduces a vibrant collection of physical and digital collectibles that celebrate the spirit of sharing and kindness, making Care Bears a beloved icon for over 40 years.

The Care Bears POG Collection combines physical collectibles with blockchain technology, offering digital collectibles, unique digital counterparts ensuring authenticity; limitededition physical POGs, featuring fan-favorite characters like Cheer Bear and Grumpy Bear. Fans can bring their Care Bears POGs to life in Pogman’s Battle Game, POG’s first digitally immersive experience.

Launching in February 2025, fans can mint digital editions and claim exclusive physical items, blending nostalgia with modern gameplay experiences.

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Daniel Tiger’s Neighborhood - Swim Time Friends

Trisha Paytas

Fred Rogers Productions announces two exciting new products, suitable for ages 3 and up, from the beloved series Daniel Tiger’s Neighborhood.

Swim Time Friends (Jakks Pacific) features five detailed molded plastic figures of popular characters—Daniel Tiger, Jodi, Katerina, Miss Elaina, and Prince Wednesday—each dressed in vibrant swimwear. Designed for children aged 3 and over, they will be available from May 2025, making them a perfect addition for summer fun.

Another delightful offering is the Jodi Playpus Tonie by tonies, which highlights Jodi’s move to the neighbourhood and her friendship with Daniel. This Tonie includes favorite songs from the series, such as Grownups Come Back, aimed at helping children cope with separation anxiety and new experiences. This product is expected to be released on 25 February 2025.

Both products emphasize themes of friendship and emotional growth, making them valuable tools for young children.

Relatable, known for transforming social media trends into popular products for Gen Z and Millennials, is elevating meme culture through a partnership with internet sensation Trisha Paytas, a pop culture phenomenon with millions of followers on platforms like YouTube and TikTok. They are launching a new What Do You Meme? expansion pack that highlights her most viral moments.

The expansion includes 15 image cards and 10 caption cards inspired by her iconic online presence, perfect for adult game nights and bachelorette parties.

Daniel Tiger’s Neighborhood - Jodi Playpus Tonie

What do you meme? Trisha Paytas cards

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LICENSETALKS

Unveiling the Hottest Toy Trends and Licensing insights at Spielwarenmesse 2025 Spielwarenmesse 2025, taking place from January 28th to February 1st in Nuremberg, Germany, is the premier global event for the toy industry. With thousands of exhibitors, a new ToyTrends area and a thrilling LicenseTalks programme, it is the ideal setting for discovering the future trends in toys and licensing.

The Spielwarenmesse 2025 edition emphasizes innovation, connection, and worlwide business expansion. A newly designed area at Eingang Mitte showcases the latest trends, offering visitors hands-on experiences with trend-setting products. Key themes include Anime & Friends, highlighting the global influence of anime and manga on pop culture, and Healthy Heroes, which promotes healthier lifestyles choices through play. These topics reflect broader industry trends such as sustainability, opportunities for adult collectors, licensing potential in sports and outdoor toys.

in the NCC West foyer at the entrance to Hall 12.0, serves as the central hub for industry professionals. On January 29th-30th, the LicenseTalks, powered

by Licensing International, Licensing Magazine, and BRANDmate, focus on the most current trends and innovations in licensing, with insights from industry experts. Below the experts and subjects of the panels organised by LM: • Jack Day, Global Strategic Account Director at The Insights Family, explores the anime phenomenon as a compelling case study in the power of fandom, evolving from a niche interest to a global cultural powerhouse.

The LicenseTalks

• Helena Perheentupa, Founder and CEO at StrateDoo, delves into the vibrant world of IPs and their

The LicenseLounge, hosted by Spielwarenmesse and BRANDmate

transformation into compelling products across various media, including TV shows, movies, games, and lifestyle brands.

• Luka Okorn, Director of Licensing & Media Content Sales at Outfit7, reveals the thrilling journey of transforming the hit mobile game Talking Tom into an animated series and toy line, blending digital entertainment with real-world experiences.

• Rossella Piccini and Paolo Stefi from Toad Creative Studios unveil their ultimate guide for creating successful intellectual properties (IPs), focusing on today’s fast-paced market, where instant communication and empathy are crucial for connecting with children effectively.

Licensing Magazine is renewing its presence at this year’s Spielwarenmesse as a Media and Content partner. The magazine has a dedicated Stand (Booth 10) at the NCC West Entrance, conveniently located right outside Hall 12.0 and nearby the License Lounge.

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OUTFIT7

Talking Tom & Friends, a Rising Star in the Toy Sector

Luka Okorn

Outfit7’s Talking Tom & Friends brand has significantly expanded its reach from mobile gaming to other entertainment segments, particularly through licensing and merchandising. At the Spielwarenmesse, attendees can discover the exciting new toy line based on the new series.

Outfit7, headquartered in Cyprus, is globally recognized for its mobile gaming franchise Talking Tom & Friends.

The franchise has captivated audiences worldwide with its dynamic characters, interactive gameplay, and compelling storytelling, bolstered by a rich library of engaging video content.

Today, an international team of experts and a network of engaged partners drive the brand’s presence in licensing, merchandising, and video content. The anticipated animated series Talking Tom Heroes Suddenly Super is set to launch globally in 2025, with Italy identified as a key market. The new series premiered on January 14th on Cartoonito in Italy, the first country to launch the show.

The new Toy line

The Talking Tom Heroes Suddenly Super toy line is expected to hit shelves in the fall of 2025, aiming to create a seamless connection between digital entertainment and tangible products.

At the Nuremberg Toy Fair, Outfit7 showcases the extensive collection at booth E18 in Hall 12 (Spider International stand).

The range includes action figures in sizes of 4” and 7”, featuring characters like Talking Tom and Talking Hank. The 7” figurines come with egg-tech features and gadgets. In addition, they have developed vehicle sets with figurines, and 10” plush toys with embroidered details. The line also extends to various items like an electronic drawing board, slime, building block set, stamps, waterful ring toss game, night light, balloons, reversible plush, moulding paste/clay set, and projector flashlight.

Participation at the Spielwarenmesse License Talks

Outfit7 participates at the Nuremberg License Talks programme, with the presentation From Game to Show to Toy: Talking Tom & Friends Evolution. With Luka Okorn, Director of Licensing & Media Content Sales at Outfit7, as speaker, the presentation encapsulates the strategic steps taken by the team to diversify its brand presence beyond gaming into video content, toys and other merchandise. For instance, the journey to secure a master toy license

Talking Tom Heroes Suddenly Super Toy Line proved more complex than anticipated.

In response, Outfit7 adopted a proactive approach to toy development: the company managed to streamline the process, moving from concept to production in just six months, by leveraging its agile gaming roots.

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THE INSIGHTS FAMILY

Anime IPs’ Global Impact on Toys and Gaming The Insights Family, the global leader in market insights for kids, parents, and young adults, recently published the Anime Playbook: Opportunities for Kids & Young Adult Audiences, research on anime’s global impact on young demographics.

The Anime Playbook examines various aspects of viewers’ habits, including their media and screen use, as well as their preferred brands and content. It dives into fanbase attitudes, purchase behaviours and their appetite for licensed products, including toys and games.

Join Jack Day, Global Strategic Account Director of The Insights Family, at the Nuremberg Toy Fair License Talks, where he will dive into the appeal of anime among youth and the key drivers building fandoms, exploring the opportunities it offers for licensed products.

The wide appeal of anime

Anime, with its vibrant artwork and imaginative storytelling, has achieved global acclaim, spanning an extensive range of genres: action, romance, science fiction, and even suspenseful or eerie narratives.

Its unique visual style, defined by exaggerated facial expressions, colourful hair, and intricately detailed backgrounds, evolved from manga into a rich, standalone art form in its own right, going beyond mere manga adaptations to include a wealth of original creations:

formats range from TV series and movies to original video animations and web series, appealing to audiences of all ages.

Anime’s roots can be traced back to post-World War II Japan, where it began to flourish due to a combination of American animation influences and Japan’s economic recovery. The genre has since diversified into different styles and themes, while platforms like Netflix and Crunchyroll have played a pivotal role in popularising anime globally and fuelling a vibrant culture of conventions, cosplay, and fan art.

are simple stories, aimed at young children (Doraemon), whereas shonen targets young males with actionpacked narratives (Naruto) and shojo focuses on young females exploring romance (Sailor Moon); then, josei appeals to adult females, with realistic portrayals of life (Nina the Starry Bride), while seinen’s complex themes are specifically designed for adult males (Berserk). Understanding these categories and striking a balance among them ensures broad appeal across various ages and genders.

Types of anime

Anime’s versatility allows it to resonate with a broad audience, from children to adults. Research indicates that anime enjoys peak popularity among

Anime can be categorised into five primary types, each one showing some shining examples: kodomomuke

Audience demographics

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young audiences – could be the key to success.

Engagement opportunities: toys and gaming

The emotional connection that young fans develop with anime extends beyond mere viewing, significantly influencing their purchasing behaviours. A notable percentage of young fans actively purchase toys (e.g. 39% of 6-12 years old in the UK) and video games related to their favourite shows, and anime fans interestedly show a strong inclination towards gaming, with platforms like Nintendo Switch being popular among younger audiences in France, while PlayStation is favoured in the US and UK. The growing demand for toys and children aged 6-15, with a popularity of 47% among 10–12-year-olds in the 21 countries surveyed. In France and Japan, anime is most popular among 6 to 9-year-olds, while in the UK and the US, 10–12-year-olds and 13–15-yearolds have the largest audiences.

Generally, among 3-18-year-olds anime leads over action/adventure and comedy genres, while for 19-30-yearolds, fantasy genres are also gaining popularity alongside anime.

Regarding gender distribution, in mature markets like Japan and France, anime viewership is relatively balanced, while emerging markets such as the UK and US show a skew towards male audiences, indicating potential for growth in female-targeted anime content. The top three most-watched anime in the relevant 6-12 age group globally are Pokémon (8%), Naruto (5%), and Doraemon (4%).

Cultural significance

Anime often tackles themes like personal growth, social issues, and

morality, resonating deeply with viewers. It emphasises perseverance, teamwork, and self-discovery; beyond entertainment, it also serves as a cultural lens, offering insights into Japanese culture, life, and traditions.

When developing new IPs, incorporating key elements of anime – such as strong character development and themes of empowerment resonating with

video games related to anime reflects a deep emotional connection with the content, suggesting fans’ interactive engagement rather than passive consumption of media.

Moreover, anime and gaming share a natural synergy, and anime-inspired games often allow kids to nurture characters, create and explore worlds, discover new possibilities, and master skills: this connection highlights how gaming serves as an extension of anime’s themes and narratives.

Platforms and channels may consider anime a key part of their acquisition strategy, as it offers opportunities to attract and retain audiences seeking fresh and novel content to engage with.

For licensees, anime properties, with their five distinct types, offer potential to engage younger consumers across different ages, genders, and social archetypes who value trends and popculture references.

Download the Anime Playbook for free now at go.theinsightsfamily.com/ animeplaybook

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STRATEDOO

Bridging Ideas and Reality with StrateDoo LM interviewed Helena Perheentupa, Founder of StrateDoo, a consulting firm specializing in end-to-end innovative solutions, from product ideation to global retail. With deep expertise in the toy, merchandising, and licensing industries, StrateDoo helps businesses expand their reach, enhance credibility, and create lasting impact.

What inspired you to create StrateDoo? I founded StrateDoo to meet the growing demand for a holistic solution that assists companies in both short-term and long-term projects. This vision stemmed from two key experiences Helena Perheentupa

in my career. First, while building a toy company from scratch, I faced numerous challenges in navigating the entire process, and the complexity of this journey made it clear that there was a need for overarching support. Second,

I worked with various companies that outsourced their strategic planning, building strategies that were either too simplistic or lacked actionable insights and often focusing on isolated functions rather than providing a comprehensive view.

How does StrateDoo set itself apart from competitors, and why is this significant for clients?

At StrateDoo, we aim to redefine the consultant role by combining strategic thinking with hands-on execution. We offer flexible support tailored to our clients’ needs, whether it’s temporary troubleshooting or long-term project management. We are an extra pair of hands rather than traditional consultants: for our clients, this means a one-stop solution, covering all tasks and fields and adjusting our services based on their immediate needs.

Our established relationships within the team enhance our efficiency and streamline processes, helping clients avoid past mistakes.

Why is it important for you to create a bridge between digital and physical worlds?

The digital world is rapidly evolving, and

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and sustainability: in gaming, toys must align with gameplay; in entertainment licensing, differentiation is key – a product’s resonance with consumers significantly influences its success.

What are your thoughts on the Kidult trend?

The Kidult trend is an exciting new frontier that allows adults to embrace their passions without reservation: it presents significant growth potential, but needs a thoughtful approach to avoid oversaturation. Understanding consumer desires is vital; a genuine connection will be more impactful than superficial marketing strategies.

our audiences are adept at navigating it. By transitioning items from the digital realm into the physical world, we create essential connections - a process requiring caution, due to significant differences across entertainment, character licensing, and gaming.

In today’s digital landscape, how do toys remain relevant for IPs and brand

growth?

Toys are essential to human nature and will continue to evolve with us, bridging digital content and physical play. They allow children to engage with their favourite characters, extending brand experiences beyond screens and fostering loyalty. Successful toy development depends on understanding consumer needs, including price, quality,

FOLLOW US ON SOCIAL MEDIA @LicensingMagazine

@LM_LicensingMag

@LMLicensingMag

@Licensing Magazine

www.licensingmagazine.com

@lm_licensingmag

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TOAD CREATIVE STUDIOS

Toad Creative Studios’ Blueprint for successful IPs Rossella Piccini and Paolo Stefi, from Toad Creative Studios, unveil the secrets to creating successful IPs - coherent universes that inspire emotional connections, evolve alongside target audiences, and withstand the test of time.

Paolo Stefi

Consistency

Consistency is the golden key to successful IPs, essential for crafting narratives that reflect the brand’s values while staying true to the target audience.

This crucial characteristic is strategically significant, challenging the competition and avoiding the risk of ephemeral duration. In today’s competitive market, brilliant ideas or captivating characters alone are not enough; IPs must evolve into living stories that endure over time.

Consistency ensures continuity between past identity and future messaging, allowing exploration of new themes and channels - such as gaming, toys, and animation - while maintaining the property’s integrity.

Rossella Piccini Barbie exemplifies this approach. In the 1960s, she symbolized idealized female beauty, reflecting the era’s aesthetic ideals while also embodying female independence. Over time, Mattel has evolved Barbie, preserving her core message of female empowerment and adapting it to each new generation by embracing themes of beauty, careers, dreams, diversity, and sustainability.

Consequently, Barbie has become a symbol of both aspiration and inclusion, staying true to her core values.

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Aligning with the target audience

Understanding the target audience is crucial: it’s about aligning with values and interests, not just segmenting by age or gender. For example, the YouTuber MrBeast resonates with his audience through entertaining challenges, while Bluey engages both children and parents by focusing on family relationships – both exemplifying powerful, audience-centred storytelling.

Storytelling and design

At the heart of every successful IP lies effective storytelling, primarily founded on empathy. Films such as Coco, which explore familial bonds across generations, forge profound emotional connections that transcend cultural and age boundaries. Moreover, in today’s

market, empathy is further enhanced by personalization: consumers increasingly seek experiences that allow them to engage deeply and feel like active participants. The success of American Girl Dolls illustrates this concept, allowing consumers to create and personalize dolls, thus becoming coauthors of their own stories.

Another essential quality of successful IPs is strong design, that captures the imagination at first glance and makes the property both recognizable and appealing - unique yet familiar.

The challenge lies in finding the proper balance between capturing the audience’s attention and making it part of the experience through a visual impact that is both unexpected and immediately identifiable. This strategy allows to create a cohesive visual universe that goes beyond aesthetics, serving as a strategic pillar of the

An example of adapting the IP for production: the bodies are the same color, and the hair colors define the characters brand itself. Properties like Minecraft, Among Us, and Funko Pop! exemplify this principle; these universes remain recognizable and adaptable across various formats - from toys to animation, video games, and even memes.

In an oversaturated market filled with a vast array of products, what truly resonates with audiences is the opportunity to connect emotionally.

Experiences such as Harry Potter Studios demonstrate the demand for immersive worlds where audiences not only experience but actively engage with and personalize their beloved environments. Thus, personalization has become crucial: from video games to interactive films and customizable avatars, consumers are eager to be active participants in the brands they engage with.

In an ever-evolving landscape, successful IPs are not just brilliant ideas; they are dynamic, consistent universes - narratively rich, irresistibly engaging, and capable of adapting and growing over time to ensure continued relevance and connection with their audience.

Toad Creative Studios’ team Rossella Piccini is the founder of Toad Creative Studios and an illustrator specializing in creating visual universes for IPs. With over 20 years of experience, she develops characters and narrative worlds for publishing, gaming, and licensing by blending unique design with storytelling.

She has worked with Artsana, Clementoni, Mondadori, and Hachette.

Paolo Stefi is an author of children’s books, games, and magazines. He has worked as editorial director for Hobby&Work, Mediaset, and Panini. Founder of La Fabbrica delle Fiabe, he is now the owner of Toad Creative Studios specializing in storytelling creation and toy design.

For any further info, visit: www.toad-creativestudios.com

Pose and expression tests for the protagonist of a property created by Toad last year

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TOY FAIR NEW YORK

Toy Fair New York 2025: Things to know before you go

By Jennifer Lynch, The Toy Association With an exciting lineup of exhibitors and dedicated product zones, Toy Fair offers countless opportunities to make new discoveries and create strategies that will captivate consumers in the year ahead. Don’t miss out on the chance to elevate your business!

Endless Opportunities

In just a few short weeks, tens of thousands of global attendees will gather for Toy Fair® in New York City (March 1-4, 2025). As the largest and most influential toy show in the Western Hemisphere, Toy Fair offers unlimited opportunities for toy professionals to grow their business networks, forge new connections with industry peers, learn from educational panels and seminars, scout top trends, and get hands-on with the latest toys and games for 2025.

Something for Everyone

Whether you’re an exhibitor, an international company eager to break into the U.S. market, a buyer, licensor, or a member of the inventor community, Toy Fair is a playground designed to meet every need and interest. Exhibitors

are eager to showcase their creations— toys transforming classic play patterns alongside forward-thinking concepts— across an expansive show floor.

The thoughtfully organized product zones provide a seamless experience,

making it easy to find items that align with your business goals. From endless aisles brimming with categorized playthings to exclusive zones highlighting specific toys (such as the Hot for Holiday showcase) and fresh

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How to book your stay For further information and to secure your spot: www.xpressreg.net/register/ TOYF0325/landing.asp Licensing Magazine will attend the show as Media Partner and the digital version of this issue will be in distribution in the Media Zone.

launches from first-time exhibitors (in The Launch Pad), Toy Fair is the ultimate destination for anyone looking to stay ahead in the toy industry.

Top Trends

A new year offers a fresh lineup of innovative products entering the market. To assist buyers, media, and toy professionals in identifying the top toys and play trends for 2025, The Toy Association’s trend experts will present their annual “Toy Trends Briefing” on the first day of the show. This presentation will feature new consumer shopping insights and showcase product examples directly from the show floor that exemplify the trends to watch.

Bolster Your Business Savvy

Toy Fair University, the show’s premier educational series, offers nearly 50 sessions, including 20-minute solo speaker presentations and 40-minute panel discussions covering a wide array of topics. Participants will gain valuable insights on subjects such as the future of toy sourcing, licensing, brand protection, sustainability, safety updates, trends, and more. Taking place on the show floor, Toy Fair University’s programming will be more accessible than ever.

Nurturing the Next-Generation of Toy Talent

Toy Fair is a platform where innovative ideas come to life. On March 4, Creative Factor Inventor Day will provide selected inventors, designers, and artists with the chance to pitch their unique toy ideas to leading professionals in the toy and youth entertainment industries.

In the past, Inventor Day connected inventors with well-known companies such as Basic Fun!, Crayola, Fat Brain Toys, Goliath Games, Hasbro, Jazwares, Melissa & Doug, Spin Master, and others.

In line with its dedication to fostering

new talent in the toy industry, Toy Fair will also host a Student Congress program on March 2. The opportunity invites U.S. university students and faculty to delve into the world of toys and consider a career in the toy industry.

Participants will learn from insightful panel discussions, gain valuable education related to industry careers, network with professionals, and explore the show floor—all designed to ignite passion and inspire future innovators in the toy sector.

Licensing Opportunities

The revitalization of classic brands like Rainbow Brite, along with the emergence of digital-first brands such as Ms. Rachel and Digital Circus, is expanding opportunities for toy makers and brand owners to negotiate new deals and explore additional categories.

Licensing plays a significant role, accounting for approximately 32 percent of total U.S. toy sales, and attendees can take advantage of Toy Fair’s global reach

to secure more deals and effectively navigate the changing landscape of children’s entertainment, social media, and pop culture.

Navigation at Your Fingertips

Whether you’re a first-timer or a veteran, using the show’s available resources can help you plan for success and assist you in finding what you need. Download the free Toy Fair Mobile app on iTunes and Google Play: a pocket-sized companion helping you to easily navigate the show floor, track your meetings in one place, and discover all the special events and activities happening throughout the show.

After-Hours Networking

After the Toy Fair show floor closes, from networking mixers to cocktail receptions, there are several after-hours events that attendees will want to mark on their calendars, including the official kickoff to Toy Fair week – the muchanticipated Toy of the Year Awards on Friday evening, February 28. Be sure to check the Toy Fair website and Toy Fair Mobile app for the complete list of afterhours events.

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SUSTAINABILITY

MOBILE GAMING

How Mobile Gaming Collaborations can Support Sustainability Initiatives

by Kevin Bahler In today’s competitive landscape, brands must navigate a complex interplay of marketing effectiveness and sustainability.

This article explores how mobile gaming collaborations can serve as a modern solution to balancing brand success with environmental responsibility.

Successful brands need to manage several resources to stay competitive and profitable. Significant funding goes to marketing efforts to drive product desire and brand equity.

At the same time, the growing urgency of climate change has required a shift towards sustainable marketing initiatives; balancing marketing efficacy and environmentalism has historically been a challenge, requiring modern solutions.

Mobile gaming collaborations fit perfectly with these needs. They offer zero-waste marketing campaigns that also have lower customer acquisition costs (CAC) and higher lifetime values (LTV) than traditional marketing channels.

Sustainability problems with traditional marketing

Traditional marketing practices often highlight significant inefficiencies and environmental impacts. A plain example is the promotion of breakfast cereals boxes with prizes (toy, stickers, key chains) in their packaging. While appealing to consumers, this strategy generates substantial production waste, including discarded prototypes, production errors, and byproducts.

Post-consumption waste is another critical concern. Items such as paper inserts for branding, or stickers’ backing sheets, necessitate separate packaging for safety and hygiene reasons, adding to the total waste generated after consumption.

Kevin Bahler Traditional advertising methods further exacerbate these issues. Promotional campaigns often target consumers already in stores, leading companies to print flyers and set up displays that are quickly discarded, creating more waste.

Additionally, many consumers buy the box of cereal, but have no interest or desire for the prize inside, and are likely to throw it away. This cycle illustrates the extensive waste generated from production, advertising, and consumer behavior, highlighting the need for more sustainable marketing practices.

SUSTAINABILITY

Mobile game marketing campaigns

In contrast to traditional marketing methods, mobile game marketing campaigns present a more sustainable approach. These campaigns can effectively integrate brands into both the physical and digital realms. Two strategic examples are promo codes and in-game events.

With promo codes, manufacturers can add alphanumeric or QR codes on product packaging that players redeem for premium in-game items. This strategy not only incentivizes current players to buy products for rewards but also attracts non-gamers intrigued by the offer. The added value encourages repeat purchases while introducing gamers to new brands.

Brand owners can sponsor limited-time in-game events that reward players for making purchases. This method positions brands positively in players’ minds without resorting to disruptive advertising tactics typical of traditional marketing.

Both campaign types could run synchronously; for instance, the breakfast cereal box could feature a QR code that unlocks exclusive branded items while promoting a limited-time event related to the cereal.

scan them before purchase. There is no extra packaging to be produced, and nothing additional to throw away after the reward has been claimed.

Mobile games also utilize digital advertising, which directly targets gamers through in-game promotions.

The people most interested in the promotion are the gamers themselves, who can be reached through in-game advertising, reducing the need for printed materials or in-store displays.

with specialist agencies, like Play Management Company. The agency can identify suitable partnerships that align with brand values and target audiences, while managing campaign logistics and data analysis.

The concept of reusable assets also plays a crucial role. When a brand owner wants to run additional campaigns, all the digital assets have already been created and exist on a hard drive or server, so they can be reused indefinitely, with no degradation in quality or wasted materials.

Starting your own sustainable partnerships

Environmental benefits of mobile game collaborations Among the various ecological advantages is the implementation of fully digital rewards. People can scan the code with their phone and receive the prize in their game account. For who don’t care about the prize, there’s nothing to end up in a landfill.

Another key aspect is the zeropackaging waste approach. Codes can be printed on the inside of existing packaging, ensuring that people can’t

Manufacturers and brand owners interested in sustainable mobile gaming collaborations should consider working

About Kevin Bahler Kevin Bahler is the Global PR Manager at Play Management Company.

His career has spanned 3 continents and several industries. His passion for communication has led him to deliver TED Talks, conduct teacher training, and engage in international marketing. As a lifelong gamer, he now advocates for collaborations between video games and retail brands.

Contact: pr@playmgt.com To learn more: www.playmgt.com

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PRODUCTS OF CHANGE

Turning Legislation into Sustainable Opportunities

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

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

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

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

Likewise, with such rigorous legislation only around the corner, never before

has industry faced the simultaneous challenges of adapting to numerous legislative changes while transitioning to more sustainable and ethical operations.

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

Navigating through legislation

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

“How do we make sure we’re compliant?”

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

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

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

One of the key parts of the CSRD is Double Materiality assessments, which requires organisations to look at how climate change impacts them but also how they impact climate change. Since what is material in one sector may not be in another, there is a lot of ambiguity as to what this data should look like “It’s an absolutely massive challenge, but everybody is going through the

SUSTAINABILITY

quagmire, so what will come out the other side of it is a lot of transparency from the corporates, about how they are doing this, what their impacts are, and what they’re doing to reduce them,” said Michelle.

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

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

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

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

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

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

EPR essentially ensures that “The polluter pays,” setting out a large set of rules and policies to ensure this.

The UK has implemented significant updates to its EPR regulations for packaging in 2024. These changes aim to ensure that producers cover the full costs of managing the waste from their packaging, thereby encouraging more sustainable practices.

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

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

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

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

About Products of Change Products of Change is a purposedriven organisation, structured around its not-for-profit membership, its educational resources and media arm, as well as its advisory team to support its members and the brand licensing industry on its sustainable journey. To find out more about becoming a member, visit: www.productsofchange.com/ membership As well as collaborating on and supporting a number of events throughout the year, Products of Change’s own Conference is held annually. Early bird tickets for the 2025 edition on 5 November to be available soon. Keep up to date at www.productsofchange. com and subscribe to the weekly newsletter.

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Strong women representation at the first licensing event in Africa

BRANDS LICENSING AFRICA

Call to Action!

Africa is Embracing Licensing. How Do You Fit In?

By Sharon Weisman, CEO, PowerStation Studios The Brands Licensing Africa (BLA) trade show in Abidjan, Côte d’Ivoire, marked a transformative moment for Africa’s burgeoning licensing industry. With enriching discussions on intellectual property (IP) development, impactful networking opportunities, and a clear focus on economic empowerment, BLA united African and global leaders to chart the path for a thriving licensing ecosystem. Here’s why this event stood out—and why Africa’s licensing evolution matters to the world.

Now is the time to explore Africa’s untapped licensing opportunities. Whether you’re a brand owner, manufacturer, or investor, the Licensing Marketplace (www.Negosh. com) offers an easy gateway to navigate cultural and linguistic differences, opening doors to collaboration and growth.

Africa’s licensing journey is a testament to the power of innovation, cultural pride, and global partnerships. The question is: How will you fit into this thriving landscape? The opportunities are limitless. Let’s seize them together.

Africa’s Licensing Renaissance: Why Now?

Africa’s embrace of licensing comes at a pivotal time, presenting opportunities for brand owners, manufacturers, and investors worldwide. The continent’s dynamic blend of cultural richness, entrepreneurial spirit, and economic ambition make it the perfect landscape for forging strategic partnerships.

Government Leadership in Economic Growth

Sharon Weisman with Charles Owona Awono, Lead Strategist of Brands Licensing Africa

One of the most inspiring aspects of BLA was the strong government involvement, emphasizing licensing as a key driver of economic development.

Notable figures such as Côte d’Ivoire’s Minister of Trade and Industry, Dr. Souleymane Diarrassouba, and Mr. Blé Guirao from the Economic, Social, and Environmental Council championed the integration of licensing into national policy.

As Africa celebrates the 50th

anniversary of Maison de l’Afrique, this inaugural show aligns with a growing focus on protecting local brands and boosting the economy.

The Memorandum of Understanding between Côte d’Ivoire’s Chamber of Commerce and Industry and its Intellectual Property Office underscores this commitment, offering small and medium enterprises (SMEs) the tools they need to secure and promote their brands.

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African brands can share their cultural narratives while protecting their intellectual property.

The importance of local ownership was a recurring theme, with cross-border licensing within Africa experiencing a 27% growth from 2020 to 2023. The message was clear: Africa’s brands must cultivate their identities at home before scaling globally.

Local TV Stations interviewing the speakers at the event

Building Knowledge, One Insight at a Time

Knowledge-sharing was a cornerstone of the event, with Licensing International playing a key role in bringing global expertise to Africa.

I had the privilege of representing PowerStation Studios, where I shared insights into creating a compelling “visual vocabulary” for licensing success. From logo design to branded experiences, the session highlighted the need for cohesive brand storytelling to resonate with consumers.

A Platform for Global Commerce

With 60% of Africa’s population under 25, the continent is a goldmine of opportunities for brands seeking to expand into fresh markets. Licensing offers a bridge to foster cultural tourism and location-based experiences, making it easier for international brands to connect with African consumers.

Moreover, initiatives addressing counterfeiting and trade barriers are building investor confidence, ensuring a smoother entry for global brands eager to tap into Africa’s potential.

Spotlight on African Creativity

Licensing empowers African creators to tell their unique stories on a global stage. Through partnerships with studios, designers, and co-producers,

Global Brands Betting on Africa

Sanrio’s participation as the first major international brand at BLA was a bold yet rewarding move, proving that Africa is ready for global partnerships. Sanrio’s success at the event underscores the continent’s potential for international collaborations, signaling a new era of mutual growth.

Looking Ahead: The Future of Licensing in Africa

The inaugural BLA trade show is only the beginning. Seeds have been planted, and the momentum is set to grow with next year’s event. Africa is not just an emerging market—it’s a vital partner in shaping the future of licensing and innovation.

Publisher’s Notes: A characteristic of LM is to support markets and events, especially those organized in “emerging” territories. For this reason, we enthusiastically welcomed the opportunity to be media partners of the first edition of BLA, last October.

Moreover, we are honoured that a professional like Sharon Wiseman wanted to share her point of view with us through this engaging and dynamic article, just like her! You can connect with her on Instagram, LinkedIn, or write to her at sharon@powerstation.studio

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BOLOGNA LICENSING TRADE FAIR

Bologna Licensing Trade Fair/Kids is ready for the 2025 Edition The Bologna Licensing Trade Fair/Kids (BLTF/K) is set to make a significant impact at its 18th edition, from March 31 to April 3, 2025, within the 62nd Bologna Children’s Book Fair (BCBF). This year, it introduces exciting new areas, such as the Arts Licensing Area and the new Game Business centre, enhancing its role as a premier international licensing event for brands targeting children, teens, and young adults.

The BLTF/K has established itself as a vital networking platform in the licensing field, attracting over 800 brands and 5000 professional visitors in the previous edition. In 2024, BCBF welcomed more than 1,500 exhibitors and approximately 31,000 visitors from 94 countries, solidifying its status as the leading global gathering for children’s publishing.

The BLTF/K aims to foster collaboration and innovation, by offering tailored matchmaking services that connect professionals attending the show. In fact, a new matchmaking platform is set to facilitate connections among all professionals attending BCBF areas, including publishers, licensing professionals, retailers, media content producers and gaming companies.

Participants can pitch their IPs to a varied world of international content and licensing professionals, including licensees and retailers. An exhibition area is accessible for all companies that wish to present their brands; for those looking to engage in business without the commitment of a booth, BLTF/K has conceived options like booking a table or office at the Licensing Business Lounge, one of the best-sellers of the next edition of the show.

The Bologna Licensing Awards will also take its momentum, recognizing excellence within the licensing industry, with special attention in 2025 on the Best Licensed Game Award, which celebrates outstanding video game adaptations for young audiences.

The new Arts Licensing Area The Arts Licensing Area is a new exhibition space designed to merge the worlds of licensing and illustration. This area will be strategically positioned between the Licensing Hall and Publishing halls, providing professional illustrators and Arts Licensing agencies with an opportunity to showcase their work to a broader audience. The strategic location aims to maximize visibility among licensing, media, and publishing professionals attending the show.

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Live the Bologna Experience Are you a Media Content provider, Gaming company, Toy manufacturer, or Licensor interested in experiencing Bologna? Are you a licensee or retailer and you wish to meet BCBF and BLTF/K exhibitors?

Write to licensing@ bolognafiere.it to get further info on how to improve your experience in Bologna!

TV/Film Rights Centre and Games Business Centre

The TV/Film Rights Centre and the Games Business Centre are designed to bridge the gap between publishing and audiovisual content: the TV/Film Rights Centre will provide a dedicated space for audiovisual producers to connect with publishers and literary agents interested in adapting book properties into films or TV series. In 2024, this centre facilitated over 350 matchmaking meetings, linking producers with top players in the publishing industry.

The new Games Business Centre, created by the Bologna Children’s Book Fair and the Frankfurter Buchmesse, will cater to gaming professionals looking to network with publishers and licensing experts.

Additionally, a brand-new Toy Zone, located between the BLTF/K Area and Hall 30, will be devoted to Toy companies which want to liaise with the publishing and licensing industry.

The International Kids Licensing Days (IKLD)

The 5th edition of IKLD will occur during the fair, featuring three days of in-depth discussions on critical topics related to children’s content. Organized in collaboration with Licensing Magazine, this year’s IKLD will spotlight Gaming, Media Content, YouTube, Fandom trends, together with unmissable

licensing anniversaries, among the several topics.

Licensing Portfolio Review

After the successful inaugural edition

Be part of the packed Spring Issue of Licensing Magazine Licensing Magazine is the Official Media Partner of the Bologna Children’s Book Fair and Bologna Licensing Trade Fair, which are the most important global trade shows for content targeting children, teens, and young adults. To learn more about being part of the packed Spring issue of Licensing Magazine and promoting your brand globally at this show, write to info@brands-media.com

in 2024, that saw more than 200 speed-dating meetings organised, the Licensing Portfolio Reviews are back next April. This initiative connects consumer goods, gaming and audiovisual companies with emerging talents in illustration and design, fostering new business opportunities.

Packed with new prospects and wellestablished meeting areas, BLTF/K 2025 is an unmissable chance for licensors, licensees, agents, publishers, and retailers to strengthen their business on an international level. Bologna is a comprehensive experience for all attendees, making it a pivotal event in the global children’s content landscape.

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Skip

CARTOON MOVIE

The Future of European Animation at Cartoon Movie 2025

By Serena Previderè, Editor, The European Animation Journal With a track record of over 400 films achieving commercial success, including hits like “Ernest&Celestine” and “My Life As A Zucchini”, Cartoon Movie fosters valuable networking opportunities among international professionals. Out of the 57 projects selected for the 2025 edition, Licensing Magazine takes a closer look at some interesting IPs. Cartoon Movie, established in 1999, is the premier pitching event that connects producers, investors, and distributors in the feature-length European animation industry. It offers a unique and extraordinary opportunity to showcase projects at various stages—ranging from concept to sneak previews— thus enhancing producers’ chances of securing financing and distribution deals.

This year’s event takes place from March 4-6 in Bordeaux, a thriving hub for the animation and gaming industries located in the Nouvelle-Aquitaine region, in France. Cartoon Movie not only highlights the creativity of established and emerging talents, but it also underscores the significant commercial potential of innovative animation projects.

A total of 57 projects from 16 different countries have been selected to

represent the vibrant creative diversity of European animation, exploring themes such as inclusion, diversity, feminism, and sustainability. Let’s go in depth with some of them.

Directed by Andrew Kavanagh and produced by Dublin-based company Kavaleer Productions, The Honey Wars is a 90-minute dark comedic fantasy inspired by John Boorman’s stories for his children. It is an adventure tale where humour and mischief blend with themes of loss and healing. When 12-year-old Ivy and her grieving father move to an old family farm, she discovers her gift of seeing a hidden world of magic, where fairies and elves are entrenched in a bitter cold war.

Ninja Cats (90’) tells the tale of a feline martial arts master and his disciples who join forces with a young recruit to combat a power-hungry city leader who aims to bring eternal daylight upon the

land, threatening the life of nocturnal creatures and upset the natural ecosystem.

Directed by Csaba Bárdos and coproduced by Hungarian studios Ionart and Derengő Animation, the project is currently being developed in-house using Epic’s Unreal Engine.

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Brume

Ludolf at Anger Academy (85’) is a 3D feature film directed by Kristian Kamp and produced by Nordic independent film production company SAGATOON (Norway). In a world where lemmings are known for their fury, Angerbuck was the angriest of them all, saving his village countless times. In contrast, his grandson Ludolf is a happy misfit who is unable to get angry and is seen as a threat. Banished to the Anger Academy, he faces eccentric professors who teach him the art of anger.

In Reza Memari’s epic adventurecomedy film The Last Whale Singer (83’), Vincent, a spirited teenage humpback, sets out on a journey to the depths of the ocean alongside his quirky group of friends. Together, they harness Vincent’s magical song to rescue the seas from a terrifying monster that has risen from a melting iceberg. The project is already under development as a co-production between Telescope Animation Studio (Germany), PFX (Czechia) and Canadian Le Boîte à Fanny.

The 90-minute film Brume is currently under development, directed by Chloé

Nicolay and produced by French production company Folivari. Based on the book series of the same name

by Jérôme Pélissier and Carine Hinder, Brume tells the story of a spirited 7-yearold girl who dreams of becoming a powerful witch.

Rolf Magne Golten Andersen’s successful audio series and book series about Cocobanana’s adventures, sets the sail to become an audiovisual project. Cocobanana and the Dinosaurhunt (75’) is co-produced by Den Siste Skilling (Norway) and German studios Knudsen Pictures and Seru Animation GmbH & Co. Directed by Will Ashurst, the story revolves around Cocobanana, a unique character who is part coconut, part banana, and completely brilliant when it comes to inventing. In a bid to win a new friend over, Cocobanana comes up with the idea of creating a robot dinosaur powered by AI. However, his plan spirals into chaos when a herd of dinosaurs descends upon the village.

and invites him on an enchanting adventure where Thomas will find a way walk again. Directed by Jens Møller and co-produced by Anima Vitae (Finland), Animoon (Poland), Anima Vitae Point (Malaysia), and Godo Films (France), Fleak is a compelling tale about the power of imagination.

Skip is a peculiar rabbit with a knack for humour that he uses as his superpower.

Alongside his loyal companion, Skip gets caught up in the devious plans of a sinister white rat named Walzer, who leads a criminal network. Directed by Toby Genkel and produced by Ulysses Filmproduktion in Germany, Skip (85’) takes viewers on a ride filled with unexpected twists and exhilarating adventures as Skip discovers the importance of standing up for his principles and doing what’s right.

In sneak preview, 3D animated feature film Fleak (83’) tells the story of Thomas, a 12-year-old who loses his ability to walk after an accident. Until one day, a magical furry creature by the name of Fleak arrives from another dimension

Fleak

To learn more about this event and register to attend the pitches and its special initiatives, go to https://www.cartoonmedia.eu/movie/

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MIP LONDON

The brand new Kids Summit at Mip London 2025 The Kids Summit, a new highlight of the global TV industry calendar, will take place on 27th February 2025 at the IET London conference centre. As part of Mip London, the leading multi-genre international market running from February 23rd -27th, 2025, the Kids Summit will spotlight the latest trends, opportunities, and innovations in children’s content.

The dynamic world of media innovation will be explored at Mip London 2025, where the industry’s brightest minds and leaders come together to shape the future of entertainment, with a thrilling focus on kids’ field. The brandnew Kids Summit is in fact expected to debut on February 27th, building on the Expand Your Playground theme, already developed during Mip Junior 2024. The event will spotlight forwardthinking strategies, groundbreaking collaborations, and fresh approaches to content creation, funding, and distribution, offering a gateway to unparalleled insights and opportunities in a rapidly evolving ecosystem. Full programme details will be revealed closer to the event date.

Exploring Mip London 2025

Mip London 2025 is set to be a cornerstone event for deal-making, networking, and knowledge exchange, offering an unparalleled platform for industry professionals to connect and collaborate. With a packed conference schedule, the event is designed to provide in-depth insights into the evolving business landscape, highlighting the latest data and content strategies shaping the global media industry.

Throughout the week, Mip London will

feature a full programme of dynamic activities, including workshops, daily main stage keynotes, screenings, and matchmaking sessions, with a strong focus on scripted, unscripted, and kids’ content. The Global Streaming Strategies Summit, scheduled on February 26th and 27th, will be headlined by thought leader and Media Cartographer Evan Shapiro. Notable figures such as Netflix’s Chief Content Officer Bela Bajaria and David Beckham, founder of Studio 99, will also be

featured on stage.

To date, over 500 delegates from more than 50 countries have confirmed their attendance at Mip London, including over 250 buyers, making it an unmissable opportunity for professionals across the globe.

To learn more, visit: https://www.mip-london.com/

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9 STORY MEDIA GROUP

Alix Wiseman’s Forecasts About Kids’ Entertainment

By Kévin Giraud With over 25 years in animation and kids’ entertainment, Alix Wiseman leads 9 Story Media Group’s distribution and acquisitions. Speaking at the Manchester Animation Festival and Cartoon Business last November, she discussed with Licensing Magazine the challenges of creating new IPs and navigating an evolving market dominated by YouTube, gaming, and social media.

In your speeches, you mentioned that there is now more than 400,000 hours of children’s content available to watch on streaming platforms, without even

including YouTube. How can a producer even dream of pitching a new IP in this context?

Proven brands are favored for their

existing awareness, helping to break through the crowded market. That’s why we’re excited to bring a new preschool version of The Magic School Bus and a reimagined Clifford series to market, both beloved brands from Scholastic.

However, there’s still room for new IP. The key is knowing your target audience from the start. If you aim to go on your public broadcaster, research whether it is looking for your type of show, and see why your IP would be interesting to them. You don’t pitch a princess show to Disney or a yellow character to Nickelodeon – they already own that space. Avoid developing ideas in isolation without considering the market. It seems dull, but I think a lot of studios start developing great ideas in a silo without looking at the market, and who they might be making it for. A strong story and engaging characters come first. Then, ensure your budget, schedule, and strategy align for a

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cohesive business model right from the outset. To find your platform, research what they’re seeking or have recently commissioned. Ultimately, knowing how to position your IP in this landscape is crucial to selling it globally.

A digital-first approach seems almost mandatory today, is that so?

I wouldn’t say it’s a must, and it’s also very difficult for many studios because they have to self-finance, which is usually quite challenging. In Europe alone, there are still 330 dedicated linear channels, with hundreds more globally.

Having your show financed and/or co-produced with a linear broadcaster remains a strong option. The landscape has completely transformed, with YouTube, gaming, and social video

taking a massive share of children’s time, presenting a significant challenge. However, transformation and disruption also bring opportunities, especially for creator-driven and digitalfirst content that didn’t exist a few years ago.

If you plan to create digital-first content, consider who you’ll partner with to share the risk. We’re currently working on an exciting digitalfirst project called Paris & Pups, in partnership with Happy Nest Entertainment and Paris Hilton’s 11:11 Media. This partnership has not only helped mitigate risk but also sparked highly creative approaches. Digital-first is also a great opportunity to test ideas in the market or innovate with creators, as long as the content is on a platform where it will gain exposure.

Is co-production still worth it, as the audience/financing/producing puzzle gets trickier and trickier?

I think it is one of the greatest solutions. The best-case scenario is a co-production with one partner, it can be a studio or a channel: co-

productions can be really tricky, and it gets more difficult the more entities you have, but it can also lead to great things, especially if you create with partners you trust. It’s a marriage: if you’re with the wrong partner, it can go very, very wrong, but if you find the right match, with the help of feedback from other people who co-produced with this or that company before, you can get more tax credits, more funding, more staff...

In my experience, transparency, honesty and trust are key to a good partnership.

What should producers keep in mind to stay relevant today and in the future?

I’ve heard a lot of people saying that they had to “survive until 2025”, or that “things were going to get back to the way they were”. I don’t think so.

What I see right now is that the US market is still struggling, and it will take some time to get back on its feet.

And we need that market to get back into original content. In the meantime, European channels are trying to be as supportive as they can. But producers must be rational, considering budgets, deciding whether to go digitalfirst, evaluating YouTube business, pipelines, and helpful techniques like real-time engines and AI for technical purposes. We’re facing the biggest pivot in our industry, which suits new generations and newcomers.

We must enhance mentoring and support programs, and universities should introduce stronger modules on the business side. Graduates today have impressive talent and skills but lack direction. Helping them grasp the business language, so they can tackle what we don’t know, is crucial to staying relevant in the digital world.

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CBS STUDIOS

Inside the new Among Us Animated Series

LM interviewed Owen Dennis, showrunner at CBS Studios, about the upcoming animated series based on the popular multiplayer game Among Us. The new animated series Among Us (10x11-12 min.), is developed by CBS Studios with Owen Dennis serving as the creator. The creative team behind this project includes the animation company Titmouse and a talented voice cast featuring stars like Randall Park, Ashley Johnson, Yvette Nicole Brown, Elijah Wood, and Dan Stevens. The TV series promises to bring the game’s universe to life in a whole new way, blending its signature social deception with rich, character-driven storytelling and a talented voice cast. The upcoming series aims not only to entertain but also to deepen engagement with its audience through narrative depth; this adaptation is poised to capture both fans of the original game and new viewers alike.

Can you share the journey of the Among Us brand and highlight its key milestones to date? What have been the major achievements so far?

Among Us began as a game in 2018 but truly hit the roof in popularity in 2020, during the Covid pandemic. In Q4 of 2020 alone, the game had over 500 million monthly active users, with more than 4 billion views on YouTube and over 1.22 billion viewing sessions on Twitch.

It reached #1 on Google Play in 66 countries and remained in the Top 100 in nearly all nations, with iOS rankings showing it as #1 in 55 countries. The game’s global success has made it a cultural phenomenon, and even now, it maintains 20 million monthly users.

When the main title teaser for the upcoming series was revealed at this

Owen Dennis Credit MIA | Mercato Internazionale Audiovisivo

“Adapting a game into a successful TV show is not always straightforward— it requires understanding the story, world, and characters. That’s where our work began.”

year’s Summer Game Fest, it quickly amassed 8 million views, with an additional 2 million views across social media in just two weeks. With 7.2 billion

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“Among Us began as a game in 2018 but truly hit the roof in popularity in 2020, during the Covid pandemic. In Q4 of 2020 alone, the game had over 500 million monthly active users, with more than 4 billion views on YouTube and over 1.22 billion viewing sessions on Twitch.”

smartphones globally, it’s incredible to think that one out of every 13 phones has Among Us installed – cementing its place in mobile gaming history.

I had previously worked on Infinity Train, which caught the attention of the creators of Among Us. They reached out to me about adapting their wildly popular social deception game into a TV series. They had spoken to several other professionals, of course, but my approach resonated with them.

Adapting a game into a successful TV show is not always straightforward—it requires understanding the story, world, and characters. That’s where our work began.

What challenges did you face in adapting Among Us into a TV show?

When adapting a game like Among Us,

a key challenge lies in developing the characters. The game itself doesn’t provide traditional characters; it features color-coded avatars with no backstory.

For a TV show to be successful, we needed to bring these characters to life by creating deeper personalities and backgrounds that would engage the audience, while staying true to the spirit of the game.

However, the core of Among Us revolves around goal-oriented play – players must complete tasks while also identifying the imposter among them.

This goal-driven dynamic mirrors many storytelling tropes in movies and TV shows, where characters have clear motivations and objectives. This made the adaptation process smoother, as the transition from game to screen felt natural.

Even if not every game-to-TV adaptation works, now the gaming medium has evolved: people who grew up playing games in the ‘80s are now sharing the experience with their children and grandchildren. Gaming is no longer limited to a niche audience: it’s a global, multi-generational phenomenon, making adaptations like these more likely to resonate with a wider audience.

How did you collaborate with the creators of Among Us during this process? Were you free to make adaptations, or were there constraints?

Innersloth, the creative team behind Among Us, was incredibly open to the adaptation process. Since the game doesn’t feature detailed characters, they trusted us to expand on these characters. We had the freedom to develop character profiles that would bring the game’s essence to life in a deeper way.

Innersloth is composed of a team of talented, creative individuals, and they understood that a series adaptation would require new layers of storytelling and character development. They gave us the creative freedom to shape the show into something unique, while still honoring the game’s spirit.

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GAMEFAM

Gamefam wraps up FY2024 with a Successful Annual Report on Roblox and Fortnite Brand Performance Amid a record-breaking year for brand activations on Roblox and Fortnite, Gamefam cemented its position as the premier developer and strategic partner, empowering brands, Hollywood studios, and talent to effectively engage with Gen Z and Alpha audiences.

Gamefam, the leading metaverse media company for Gen Z & Alpha communities, unveiled last December its second-annual State of Brands on Roblox and Fortnite report, while also highlighting the company’s key business results for FY2024. The company underlined that in 2024 both platforms became pivotal for brands, Hollywood

studios, and talent to engage younger audiences. Gamefam emerged as a leader, guiding marketers to move beyond mere presence to creating impactful programs. With five of the top 15 brand games on Roblox, Gamefam’s success sparked a major shift in 2024, delivering high ROI through custom integrations across its popular titles and

driving 2.7 billion brand engagements.

This marked a doubling of brands activating on Roblox from the previous year and a 560% increase since 2022, while Fortnite experienced a 330% rise in brand activations during the same period.

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Great Place to Work®, Inc. 5000 as the fastest-growing private media company, Fast Company’s Best Workplaces for Innovators, and the Deloitte Technology Fast 500. Gamefam and its partners also won multiple advertising honors like four Clio Sports Awards, three Clio Entertainment Awards, five Drum Awards, and recognition from the Webby Awards and Campaign Tech Awards.

The dominance of Roblox and Fortnite in kids’ engagement renews in 2025 and beyond

Gamefam 2024 milestones

In 2024, Gamefam developed four of the top 10 branded games on Roblox, such as Barbie DreamHouse Tycoon (#1) and Sonic Speed Simulator (#2) – the first brand game to surpass 1 billion visits. Other hits included SpongeBob Simulator and TMNT Battle Tycoon.

The company also leveraged major cultural moments, such as partnering with the NFL and Paramount for a groundbreaking Super Bowl LVIII event on Roblox, drawing over 75 million visits and 985 million minutes of engagement: the most successful multi-game brand event to date.

Innovative metaverse campaigns promoted blockbuster movies and streaming content collaborations with leading studios. Highlights included a 31-million-visit campaign for The Garfield Movie and interactive experiences for TMNT, Ghostbusters: Frozen Empire, Inside Out 2, and Moana 2. In music, Gamefam teamed up with Warner Music Group to bring Coldplay to Roblox for the first time, with a multigame takeover to celebrate the band’s new album Moon Music, which collected

over 25 million visits and 295 million minutes of engagement.

Throughout the year, the company executed more than 60 brand campaigns, including SpongeBob SquarePants’ official Roblox debut, Ninja’s Fortnite game takeover, and projects for brands like Samsung, Lego, and FIFA, further expanding its impact across the metaverse.

In recognition of the company’s groundbreaking achievements, Gamefam was honored with more than 30 prestigious awards, such as

Roblox and Fortnite have become the go-to platforms for connecting with Gen Z and Alpha audiences in recent years, with Roblox users spending 144 minutes daily, surpassing TikTok and YouTube. In 2024, Roblox reached 89 million daily users, with brand games accumulating 1.4 billion visits and 15.8 billion minutes of engagement, as traditional kids’ TV ratings dropped by 90%. Brands shifted toward in-game integrations, with 57% choosing them over standalone experiences in 2024, compared to 43% in 2023.

With over 1,000 brand games launched, increased investment is anticipated in 2025. The metaverse is expected to reach 2.6 billion users by 2030, with Roblox surpassing 500 million monthly users in 2025. Gamefam predicts that Roblox will become as vital as YouTube and TikTok for movie marketing. Ingame ads will be essential for any Fortune 100 brand aiming to reach Gen Z & Alpha consumers, and at least one of the four major US sports leagues (NBA, NHL, MLB, NFL) will use these platforms for breaking news.

Looking ahead, Fortnite’s Disney platform will become a top three digital entertainment experience for children aged 6-12 by 2026, while Roblox’s original IPs will expand into mainstream entertainment and licensed products in the next few years. Gamefam is well-positioned to create impactful brand experiences and groundbreaking IP collaborations.

About Gamefam Gamefam is a leading metaverse media company based in Los Angeles, focused on engaging Gen Z and Alpha audiences through impactful brand strategies, for platforms like Roblox and Fortnite. Founded in 2019, Gamefam heads the industry with 45 billion lifetime visits and 64 million daily visits across over 30 live games. The company has partnered with top brands like Paramount, Warner Music Group, NFL, Netflix, and Sony to create standout metaverse campaigns. Gamefam’s franchises include Sonic Speed Simulator, Barbie DreamHouse Tycoon, and SpongeBob Simulator. For more information on the company’s offerings, please visit www.gamefam.com

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21 - 23 January

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San Diego, USA

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Entertainment

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