Licensing Magazine March 2022 ENG

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DEAR READER This edition of Licensing Magazine is very special for us. In fact, it is the first edition that covers the great return in person of the Bologna Licensing Trade Fair and the Bologna Children’s Book Fair, after two entirely digital years. This is an important step for the whole global children’s content industry, which will be able to return to Bologna to discover the latest news and expand its network and business opportunities. The unpredictable period that precedes us, and the current one, made us work in a continuous state of uncertainty that we seem to have overcome, after a long wait and hard work. It will be such a joy to be able to meet our clients and partners in person again, many of whom we have not seen for two years, except through the screen of a mobile or tablet. What a thrill! In Bologna, Licensing Magazine is not just the Media Partner of the fair but also has the pleasure and honor of being able to host on March 21, on behalf of the BCBF and BLTF, an international conference on the main trends in the international licensing market, the International Kids Licensing Day, now in its second edition (the first online-only event of 2021 and then a rich webinar on the Metaverse on February 24th, 2022). The attending speakers and content are by far some of the best on the international market. We have now become accustomed to a new way of producing content and networking with our readers, but the return in person of BCBF and BLTF will not make us abandon all the digital progress that we have developed and enhanced in the meantime.


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As always, we hope you enjoy, comment on and share this rich issue of Licensing Magazine. See you soon in Bologna!


Cristina Angelucci

@LMLicensingMag @Licensing Magazine PUBLISHER BM Srl EDITOR-IN-CHIEF Cristina Angelucci GRAPHIC DESIGN Francesca Wolfler SPECIAL THANKS TO Rossella Arena, Alessandra Maccaferri, Andrea De Amicis, Matteo Melani, Lisa Hryniewicz PUBLISHING, ADVERTISING AND ADMINISTRATION BM Srl - Via Po, 14 - 10123 Torino, Italy Ph. +39 011 1921 1996 PRINTING Pixartprinting SpA, a Cimpress Company Via 1° Maggio, 8 - 30020 Quarto d’Altino VE, Italy

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MEDIATOON LICENSING The huge success of Japanime licenses in France


CHEFCLUB Cooking around the world with Chefclub


ETS LICENSING Licenses that drive the most current trends


WILDBRAIN CPLG ITALY WildBrain CPLG, more than a Licensing Agency

TEAMTO Sustainability and social responsibility in children’s entertainment


KIDDIX MEDIA GMBH The brilliant brands of Kiddinx Media

SANRIO The role ofcollaborations in the global recovery strategy


TOPO GIGIO Topo Gigio, the second season is coming


IMPS/LAFIG The Smurfs are planning three wonderful years to come



MAURIZIO DISTEFANO LICENSING The agency that always offers news with high appeal for licensees

MONDO TV/SANTORO LICENSING Santoro Licensing and Mondo TV trust in the Italian market

INTERNATIONAL 2022, another wonderful year for Pokémon

News 12



EMA ENTERTAINMENT The overwhelming energy of Ema Entertainment


NELLY JELLY The imaginary friend of every kid that became very real


CICABOOM Letrabots, an endless Universe


MATTEL Master of the Universe - we have the power!


SBABAM Exciting news from Sbabam for 2022


RAINBOW Rainbow: all the shades of success


PLAY AROUND Play Around dives into 2022 with enthusiasm

News 66


LEOLANDIA Leolandia starts with branded content marketing and adds new IP projects


Entertainment 78

CARTOON MOVIE Cartoon Movie 2022, between emotions and magic

Publishing 84 78 88

Media&Digital 68

WONDERZ A trio of new clients sign up with Wunderbox for the spring quarter of 2022

TSBA TfL, a brand for every one



96 TOYS The importance of sustainable toys


TOYS Manga , Anime & Toys

E-COMMERCE Retail, online sales are expanding into physical commerce


LIVE STREAMING Sales and marketing, the advantages of direct streaming


CINA Retail trade, innovations from China


VIDEOGAMES Videogames and retail, opportunities for digital and physical promotion

TWITCH Twitch, a great opportunity for brands


Trends 72

EMOTIONS The success of emotions



News 70

BRAW Winners of the 2022 Bologna Ragazzi Award



PHARMACY AND LICENSING Kids licensing in pharmacies HOMEWARE A new exciting relationship with the home

Marketing 108

GLOCAL Glocal marketing, when local know-how has no limits


GREEN PACKAGING Marketing and best practices, the advantages of green packaging


ICON-MARKETING From clothing to TV series: celebrities relive in iconmarketing

HOME DÉCOR Brand-extension: clothing brands look to home-décor

Trends 112

COSMETICS Trade and trends, innovations from the cosmetics industry


KIDS INSIGHTS Why magazines are a critical component of a brands ecosystem

Save the Date 106


WHAT’S NEXT The next events to follow!



Cover Story


2022, another wonderful year for Pokémon Following a sensational year in 2021 as Pokémon celebrated its 25th anniversary, 2022 is gearing up to be just as exciting for the iconic evergreen brand. One of the world’s most popular and successful entertainment properties, Pokémon’s growing portfolio encompasses video games (VG), mobile apps, the Pokémon Trading Card Game (TCG), animation and movies, Play! Pokémon competitive events and licensed products. With regular exciting new releases, innovative collaborations and bold expansion into fresh areas, Pokémon continues to have a major impact on popular culture. In a fantastic year at retail, the strength of the brand and its ability to bring customers into retail aisles led to its selection as Best Gaming Licensed Property of the year at the UK Licensing Awards. A significant increase in sales across Europe for the Pokémon TCG Pokémon by Stor

and toy ranges saw Pokémon named the #1 property in France, Belgium, and the Netherlands, with the highest yearon-year sales increase across all listed properties in those territories plus the UK and Germany, according to NPD figures (source: The NPD Group / Toys / Retail Tracking Service / EU8) . In Italy, Pokémon was the #1 gaining property in 2021 across the EU8 according to NPD, growing by +106% vs. 2020. The year began with a flourish with the launch of new Nintendo Switch video game Pokémon Legends: Arceus, which expands the Pokémon world by exploring its past, taking Trainers through the Sinnoh region of old, unlike anything they have experienced before. And coming in late 2022 are brand-new Nintendo

Heal Ball by The Wand Company

Switch games Pokémon Scarlet and Pokémon Violet. Exploring an open world where various towns with no borders blend seamlessly into the wilderness, the games take a new evolutionary step in the Pokémon main series, and feature three adorable new first partner Pokémon. New Pokémon TCG expansion Sword & Shield: Brilliant Stars, launched on 25 February, takes fans on a journey toward stellar greatness with over 170 cards including4 brand-new Pokémon VSTAR cards, 20 powerful Pokémon V and 3 enormous Pokémon VMAX. New free-to-play Pokémon Trading Card Game Live, an easily accessible app bringing Pokémon TCG gameplay to smartphones for the first time, launches later this year. Its updated digital format allows Trainers globally to play together. Pokémon offers a wide breadth of gaming and entertainment experiences on mobile devices including mobile game sensation Pokémon GO, which has received more than one billion downloads globally since launching in July 2016. In February, real-world Pokémon GO Tour: Johto celebrations were held in select cities across Europe and virtually, offering fans

Cover Story

Philatelic Folder Pokémon in Bologna by Poste Italiane fun photo opportunities while playing and trading with fellow Trainers. Pokémon UNITE, Pokémon’s first strategic team battle game which launched last September, continues to add new content and updates to maximise player experience. Available for Nintendo Switch and mobile devices, Pokémon UNITE enables cross-platform play as players face off against each other in fiveon-five team battles. And players around

the world can now compete to earn an invitation to the 2022 Pokémon World Championships, being held in London this summer. There is also a raft of exciting special projects and collaborations coming

just 2,000 each contain two postcards dedicated to Pokémon in the cities of Bologna, Palermo, Turin and Venice, franked with the respective city stamps, with one also stamped with the special “Anime Collection” postmark. Priced €12, they are available from post offices, in the Spazio Filatelia and online at filatelia. An innovative collaboration with leading Italian luxury fashion house Iceberg Junior saw a collection of 20 garments for children launch in early 2022. The range includes t-shirts, dresses, hoodies, sweaters, sweatpants and shirts and is available multiband boutiques and e-commerce across Europe and US TPCi and Ferrero have teamed up again to launch the delicious Kinder Maxi Surprise for Easter 2022. The Pokémon-themed 220gr chocolate Easter egg is dedicated to “Teens” and it includes exclusive surprises (mobile phones accessories), featuring some of the most loved characters such as Pikachu, Gengar and Bulbasaur. A QR code in the egg invites Pokémon fans and their families to a fun game on Applaydu, the Kinder app with augmented reality. Products are available only in Italy and

Philatelic Folder Pokémon in Bologna by Poste Italiane - detail

Kinder Maxi Surprise Pokémon

throughout 2022. Following the sell-out success of Poste Italiane’s first collection of exclusive, limited edition Pokémon philatelic folders, a new series launched in February to celebrate Pokémon Day. The four numbered, limited folders of

France. Pokémon has also teamed up with Salati Preziosi for a special food promotion covering all major Italian hypermarkets and supermarkets from January. Branded crisp packets featuring Pikachu and



Cover Story

Crisp packet Pokémon by Salati Preziosi friends are available in different formats and all with an exciting Pokémon themed in-pack gadget. In addition Pokémon has also renewed its partnership with Spanish company Stor for two more years. Its iconic range of tableware and storage boxes for young adults and kids, which includes bottles, cups and mugs starring Pikachu and friends, is available in specialised stores, hypermarkets, and e-commerce across Europe. Now established as highly successful in apparel, Pokémon secured two new licensing partners in the Softline category last year to cover the Italian and Spanish markets. Kicking off the new deals is SunCity who are set to launch apparel and accessories collections for boys and girls and adults, available in mass market and specialised retailers and via wholesalers throughout Italy and Spain. Meanwhile, J. Brand International is on board to launch a strong softline programme (including t-shirts, sweatshirts, pyjamas, underwear and sweatpants) for kids and adults. The apparel and accessories collections will be available in fashion retailers and online in Italy. Pokémon’s robust appeal at direct to retail continues. Following its successful Pokémon collection for boys in 2021 (including t-shirts, sweatpants, hoodies and footwear), Zara Kids is looking at a strong 2022 for the partnership and launched its first Pokémon Zara girls’ range, starting with t-shirts and sweaters themed around Pikachu and friends, in February. Building on the success of project Denim

LAB, a Bershka exclusive denim collection of jeans and jackets which could be customised online with a Pokémon logo and character artwork using innovative laser technology, Bershka and Pokémon have renewed their partnership to secure more products in 2022. New collections for men and women will be available at Bershka’s flagship stores and website in Europe and US. Following the incredible response to The Wand Company’s first series of stunning die-cast Poké Ball replicas, they are launching a new range throughout 2022. Trainers can collect premium replicas of the Heal Ball, Friend Ball, Quick Ball and Cherish Ball, each created with the utmost attention to detail and craftsmanship. The Poké Balls will be exclusively available through Pokémon Center – the essential online destination for official Pokémon merchandise – for a month before release at other participating retailers. The new Pokémon Center UK online store launched just before Christmas, offering a range of exciting goods including plush, pins, clothing and Pokémon TCG products, with new merchandise added Iceberg x Pokémon

Pokémon by Zara Girls continuously to the available goods through 2022 and beyond. With a plethora of further exciting activity in the pipeline, 2022 looks set to be another epic year for Pokémon.




WildBrain CPLG, more than a Licensing Agency WildBrain CPLG, a world-leading licensing agency, continues to expand its brand partnerships and celebrate new successes. Pau Pascual, VP Southern Europe, MENA & South Asia, announces the latest news from WildBrain CPLG Italy, building on productive synergies from the WildBrain 360-degree approach. With circa 30 years of history, WildBrain CPLG Italy connects the best brands with top-class partners. Previously known as The Copyright Promotions Licensing Group (now part of WildBrain) WildBrain CPLG Italy is one of 16 offices worldwide including the UK, Benelux, Nordics, France, Germany, Spain, Poland, Greece, Turkey, Russia, India, the Middle East and the US. Such territorial expansion is the consequence of WildBrain CPLG’s global evolution and strategy which has accelerated over the last few years to offer a unique global solution for its partners, with robust local knowledge. “What we call at WildBrain CPLG, our ‘Glocal’ approach” says Pau Pascual, VP Southern Europe, MENA & South Asia. And this expansion has brought further initiatives that position WildBrain CPLG as a leading global licensing agency across Entertainment, Lifestyle and Sport.

Pau Pascual

“It is thanks to this integrated approach across the whole WildBrain eco-system, from content creation to distribution, as well as extensive data and insight capabilities that allow us to stay ahead of new content consumption habits, to better understand the needs and interests of consumers for licensing programmes and work more efficiently when approaching a new license. This additional focus fits perfectly with our 360-degree approach where every project has a tailored and defined strategy”.

WildBrain CPLG is part of the 360-degree structure of WildBrain – a multidisciplinary, multinational company engaging kids and families everywhere with great content across all media. In addition to operating a robust L&M business, WildBrain is a leading producer and distributor of animated and liveaction content to top platforms, including Netflix, Apple TV+, HBO Max, Amazon Prime Video, Hulu, BBC, amongst others. Indeed, its shows are enjoyed in more than 150 countries on over 500 platforms. In addition, WildBrain’s leading AVOD business – WildBrain Spark – offers one of the largest networks of kids’ channels on YouTube, garnering billions of views per month and reaching one-third of all kids on YouTube. With approximately 13,000 half-hours of filmed entertainment in its library – one of the world’s most extensive – WildBrain is home to brands such as Peanuts, Teletubbies, Strawberry Shortcake, Caillou and Inspector Gadget.

WildBrain CPLG represents owned WildBrain brands, alongside an ever growing portfolio across renowned global entertainment brands including gaming and music, leading Corporate & Lifestyle brands, and Sport brands. Thus, WildBrain CPLG Italy has become home to a robust slate of classic brands, Intimissimi Uomo x Peanuts FW21



are also enjoying success with brands such as Kikkoman soy sauce, and beverage brands Malibu and Absolut”.

with an increasingly strong line up of properties with rich heritage, as well as on trend propositions. Many of these brands have become engrained in Pop Culture, including Peanuts and Teletubbies, as well as Pink Panther, Mafalda, SEGA’s Sonic the Hedgehog among others. Our licensing programs have grown the visibility and presence of these brands in multiple product categories. The team also continues to grow the licensing program for emoji® – The Iconic Brand. Pascual added, “emoji® is a clear example of the synergies between the WildBrain offering and how we can go beyond the traditional licensing concept. Now, in addition to the core program, we’re working on the consumer products extension of emoji® with new IP emojitown® – the digital-first YouTube series developed by WildBrain Spark. A show which has achieved more than 100 million views and garnered 400 thousand subscribers in only 8 months”.

audiences on the platforms they are on today. A perfect example is the success of the Netflix and Amazon Prime shows Vikings Valhalla, Cobra Kai, and The Boys - represented brands that WildBrain CPLG has successfully extended offscreen through licensing programs for consumers to enjoy. The proliferation of gaming has also seen success for the videogame Brawl Stars, for which we have already rolled out licensing programs in key product categories such as toys, personal care, BTS, accessories, gift and loyalty among others”.

Another important focus is the beloved WildBrain brand Strawberry Shortcake, an international phenomenon which has brought joy to generations of kids for the last 40 years. Strawberry Shortcake is back with a cool new look and confident, savvy attitude for today’s kids in a new animated series, Berry in the Big City, with a master toy range coming from Moose Toys, and franchise programme spanning apparel, games, publishing, and more.

Tetris®, one of the classic videogames that remains one of the most recognizable today, has become part of the WildBrain CPLG Italy portfolio, enriching its arcade gaming portfolio. Tetris is considered to be one of the most purchased video games of all time (over 500 million games sold worldwide), and is available on over 50 gaming platforms, in more than 200 countries. The brand boasts numerous followers on its social channels, starting with Facebook at 1.6 million. In 2022, the first dedicated movie will be released on Apple TV +, which will tell the story of the creation of Tetris, born in 1984 from the imagination of the Russian programmer Alexey Pajitnov during the fall of the “Iron Curtain” in the Soviet Union, and which will star Taron Egerton (“Rocketman”, “Kingsman Franchise”). In 2024 the brand will also celebrate its 40th anniversary. There are already many active licensing collaborations around the world (including H&M, Zara, Uniqlo, Puma, Pull & Bear), and more cross-category licensing opportunities to build together.

“Our portfolio is very dynamic and constantly evolving. We want to reach a plethora of Sabor x Mafalda FW21

Within its growing Corporate & Lifestyle property line-up, WildBrain CPLG has had significant success with Harvard and Yale university brands, with the University of Southern California also recently joining the portfolio. “These have been exciting brands for us in the lifestyle arena, and we

The Lifestyle portfolio continues to welcome new brands with huge potential and new business approaches including renowned artist Romero Britto, fashion designer Agatha Ruiz de la Prada, automotive brand Motul and internationally renowned Swiss motorsport company, Sauber, which owns and operates the Alfa Romeo F1 Team ORLEN. The team in Italy also continues to grow. “We are excited to welcome on board our new Commercial Director for Italy, Laurent Fourcine; who comes with a wealth of experience in the licensing business and will help to drive growth for our licensors in the region and continue with the strategic evolution of the Italian office”. “One of the keys to our success had been the adaptability to the real world in every moment. Flexibility and dynamism are two fundamental elements in our business and at WildBrain CPLG we have embraced them in our ways of working. With a truly global remit and a unique proposition for each partner, there’s much more to come. Stay tuned!”




The role of collaborations in the global recovery strategy Sanrio, the world-famous Japanese company home of the kawaii pop icon Hello Kitty, continues to show that lifestyle is still at its core, even during the pandemic. Indeed, the brands Hello Kitty and Friends and Mr. Men Little Miss have been involved in countless collaborations ranging from fashion to promotions, and from artists to influencers. Blumarine x Hello Kitty

Collaborations have always been a backbone of Sanrio’s brand identity, and they surely represent the main feature of its positioning strategy. Despite the inevitable business slowdown caused by the pandemic, the last months of 2021 and the beginning of 2022 have already brought numerous new collabs, delighting fans in Europe and around the world. For Sanrio, shared values are an important reason behind the choice of collaborating with a partner, together with the desire to keep amazing its different audiences. Fans are always looking for a daily bond with the brand, which is expressed in its ability to influence the consumer’s lifestyle and stay by their side in the different moments of life. And it is on this brand affinity that most of Sanrio’s collaborations were grounded. Starting from fashion, in December 2021 an exciting partnership has been launched with Blumarine, an historic Italian luxury maison. The limited edition - with the creative direction of Nicola Brognano - saw Hello Kitty as the absolute protagonist. The range reinterpreted in a kawaii key the brand’s signature hyperfeminine sensuality. Twelve special items and a set of sparkling accessories, with some of the absolute must-haves of the Blumarine collections: flair jeans, denim miniskirt and jacket customized with tone-on-tone patches were sold exclusively on website and on, a leading Canadian retailer specialized in fashion designers and high-end streetwear. Very much appreciated by celebrities, even Paris Hilton spontaneously posted about it with a set of Instagram stories and the communication campaign promoted for the launch had a reach of over 28,000,000.


Sandro x Mr. Men Little Miss

SDMN x Mr. Men Little Miss

Sandro, the leading French accessible luxury brand, also chose to celebrate Mr. Men, Little Miss’ 50th anniversary, with an impressive men and womenwear collection for FW2021. Sandro’s Parisian designers depicted Mr. Happy, Mr. Daydream, Little Miss Fabulous and many other characters, as reflections of human emotions, through embroidery on pullovers, patches, prints and many simple and colorful accessories, signature of the brand’s iconography.

reinterpreted Hello Kitty and Friends for his brand Dim Mak, inspired by manga and music.

After two big news, an exciting confirmation: the luxury streetwear brand GCDS, a long-term Sanrio partner, continues to value Hello Kitty’s uniqueness, featuring her in their latest runway during the Milan Fashion Week and dedicating her a capsule collection for FW2022 which also introduces menswear items for the first time. Sanrio brands are not only loved by highend brands but also by many celebrities and artists. Several creators teamed up with Sanrio in 2021, starting from Steve Aoki, an American DJ and producer with more than 9 million followers, who

Kate Clapp, a Russian YouTuber with more than 15 million followers previously known to be a big Hello Kitty fan, created her first capsule collection dedicated to the icon, in partnership with the Russian retailer TVOE. The range included a wide selection of clothing and accessories and was aimed at Gen Z; available in store, with dedicated windows in more than 300 shops and online on and on, it sold out in just a few weeks. Another successful example features two British icons: Mr. Men Little Miss and The Sidemen, an English collective of Youtuber and content creators with 243 million views per month, and more than 25 million followers across YouTube, Instagram and Tik Tok. Established in 2013, the rise of Sidemen Clothing has coincided with the Sidemen’s ever-growing online presence and their constant connection with an enormous worldwide audience. ​For this outstanding partnership every Sidemen

GDCS x Hello Kitty




and Taiwan, the brand has concessions worldwide. The 29 kids and adultwear SKUs debuted in February with a great event within the heart of Carnaby Street, with influencers and numerous selfie opportunities that perfectly embodied the spirit of the collection, reaching over 8M people online. Many retailers also chose Sanrio properties and launched successful limited editions in the past few months. These collabs are pooled together by two main elements: the brand featured, Hello Kitty, and the target chosen. Indeed, New Girl Order, I saw it first, Don’t call me Jennifer, Reserved and many other international retailers made Hello Kitty collections aimed at teenagers and young adults. These brands gave their personal reinterpretation of the character, blending their common attributes and values and obtaining a distinctive creative output.

Skinnydip x Hello Kitty had the opportunity to be drawn as a Mr. Men Little Miss. Thus becoming Mr. Tobjizzle, Mr. Ksi, Mr. Behzinga, Mr. W25, Mr. Vikkstar, Mr. Zerkaa and Mr. Miniminter. The collection is made up by 5 SKUs of t-Shirts, hoodies and a sticker set. But that’s not all: even the fastest man in the world Usain Bolt relied on Adam Hargreaves’ pen to convey a very dear message. The brand new mashup storybook introduces the character MR. BOLT and is written with the whimsical humour and design made famous by Hargreaves. The book aims to inspire boys and girls to use their talents, however big or small, and to bring a smile to everyone they meet along their journey. Between 2021 and 2022, two interesting fashion collaborations made in the UK were released. The first one was Skinnydip London, a fashion lifestyle brand founded in 2011 from the idea that a mobile phone case could be a stylish accessory. Today, their products are sold in over 200 concession stores globally, as well as in 14 of their own stores across the UK. The retro collection of clothes and accessories included 22 SKUs with a strong 90s taste

and inspired by street style. Garments from the collection were gifted to over 50 influencers and presented through a launch event that reached over 2.5 million people with videos and social images. For the second collaboration Hello Kitty teamed up with HYPE. Founded in 2011 as a self-financed project of printed t-shirts, it then evolved into one of the most recognizable brands in the United Kingdom. With flagship stores in London Don’t call me Jennifer x Hello Kitty

Alongside these exciting new collaborations, there are also some reassuring confirmations. Sanrio’s wellestablished partnerships are the result of long-term consolidated business relationships and demonstrate Fans’ fondness as well as recognize Sanrio as a winning choice. Two examples are H&M - which focused on Hello Kitty and Friends for a wide range of kids and minime clothing - and McDonald’s, which celebrated Mr. Men’s 50th anniversary with a huge Happy Meal promotion. More than 50 sustainable plush toys and 2 books were available with the purpose of making the little ones passionate about the series and making parents become children again!




The Smurfs are planning three wonderful years to come The Smurfs-verse will continue to expand! The second season of the new Smurfs TV series has been recently announced on Nickelodeon for Fall 2022, the little blue ones will celebrate their 65th anniversary in 2023, and a new Smurfs movie is coming end 2024. released on December 20, 2024. About the digital domain, they are planning four console games with Microids to be launched over the next three years. There will be one for every player, with a platformer, a karting, a new adventure and even a party game. The Smurfs will also launch NFT’s and have their own land in The Sandbox metaverse, launch new casual games with Azerion, re-launch their mobile apps with Pop Reach, and release all kinds of new digital contents.

to the Smurfs Girls, “The Village Behind the Wall” will be released on April 22, and the 40th tome of the Classic Smurfs Comics series will follow in October. Finally, Harper Collins Publishers have announced a new publishing program for The Smurfs, including new Art, original stories, and TV Tie-ins related to the new Smurfs series.

Family entertainment & Experiences The Smurfs already have three theme parks in Dubai, Shanghai and Moscow,

The Smurfs are little blue characters created by Peyo in 1958. These cute creatures are known around the globe thanks to movies, tv series, video games, licensing partnerships and their original tool, comics and books. What are the Smurfs planning to celebrate their 65th anniversary in style?

Audio-Visual & Digital It is no surprise that with the new TV series released globally in 2021 the Smurfs are willing to create a strong link with a new generation of kids and their parents who grew up with the original series produced between 1981 and 1989. To continue in that path, a second season to be released in Fall 2022 on Nickelodeon has recently been announced! Early in 2022, IMPS and Lafig Belgium have announced a new creative partnership with Nickelodeon and Paramount for multiple feature films. The first movie of this new team will be a CG-Animated Musical slated to be

Merchandising & Publishing

A 6-months Kinder Surprise campaign has started in all of Europe in January, and the IP has recently surprised with a variety of cool and unexpected adults fashion collaborations, including brands like Supreme, Benetton, Pull&Bear, or Los Angeles based E-Sports organisation, Cloud9. A 5th tome of the comic strips series linked

and have recently opened Escape Rooms, Family Entertainment Centres in Europe together with their partner Madhouse. No doubt, a smurfy blue wave is on its way!

For more information visit




THE AGENCY THAT ALWAYS OFFERS NEWS WITH HIGH APPEAL FOR LICENSEES Maurizio Distefano Licensing is known – both in Italy and internationally – as an agency with an excellent track record in licensing and as a great partner for any company seeking the right IP for a licensing project. The company draws on a portfolio of properties that is diverse and that also reflects the latest and most innovative ideas on the broadcasting and digital scenes. MDL is a proactive, optimistic and forward-looking agency. As its founder, Maurizio Distefano, puts it: “Despite the disruption of recent months our team has continued to offer a high level of service. In fact we have never stopped! Now, however, our renewed and enriched portfolio allows us to look to the future with confidence. We can offer licensees new ideas and new opportunities for collaboration and success supported by the popularity and reach of the many famous brands we represent.” And the future starts now thanks, in

particular, to the strength of the agency’s three new acquisitions, all of them targeting an adult target: Corto Maltese, Charlie Chaplin and Albert Einstein. Corto Maltese is the famous comic book character created by Hugo Pratt in 1967. He’s the hero of exciting stories and adventures that take place all over the world, a traveller and a sailor who has become a cult character in some of the best-loved European graphic novels and a literary legend of the twentieth century. He is a traveller, a laconic sea captain and an enigma with a Mediterranean


and British ancestry. He is also an antihero who prefers freedom and fantasy to wealth and takes his readers to some of the most fascinating places in the world. The graphics are striking: the watercolours and black-and-white sketches in the pages of the graphic novels have an extraordinary effect when applied to consumer product, inspiring distinctive high-end clothing and accessories – the unmistakable style of the sailor, yes, but with a unique look all of their own. Of course, MDL can also boast some highly successful and long-established IPs, two of which, Masha and the Bear and Bing, have a lot to offer their fans in 2022. Masha and the Bear is a classic children’s

property, one that can boast worldwide awareness. It is particularly popular in Italy, where, in recent years it has enjoyed a strong response from its young target audience and in particular a new generation of pre-school children. One noteworthy collaboration, from the continually growing number of Masha and the Bear licensing agreements, is with SoLuna, the licensee for the management of costume characters. Bing is already a star of the screen, stage and radio and boasts more than 50 active licensees in Italy. Since its launch on Rai Yoyo in 2018, Bing has become a flagship show that consistently ranks in the top ten on digital TV. Bing episodes air on Rai Yoyo and Rai Play, DeA Junior, TIM Vision and Amazon Prime Video. Bing’s Italian YouTube channel has just passed the one million subscriber mark and to date has garnered an impressive 903 million views totalling nearly 100 million hours.

Bluey is a more recent preschool acquisition for MDL, but it’s off to a fantastic start on Rai Yoyo. Since it began




and Italian. Many contracts have already been signed for the property, supported by the popularity at retail of Bandai’s toy, which has enjoyed an excellent performance since last Christmas. In the spring, new products will reach the shelves from the property’s many partners. They include an Easter egg from

airing at the end of December it has been the most-watched children’s show on the channel, according to January 30 Auditel ratings data, with more than 19,000 hours of viewing – in just one week! The series follows the adventures of a lovable six-year-old puppy Blue Heeler, whose inexhaustible vitality, imagination and constant curiosity about the world inspire each episode. Several licensing agreements are already in development, including the major distribution of the Master Toy by Giochi Preziosi. Bluey recently made headlines around the world for its innovative collaboration with Airbnb through which the Blue Heeler’s home has been faithfully reconstructed in the real world in a Brisbane suburb. The home is available for a family weekend getaway and will also host online experiences for fans around the world. Let’s not forget CoComelon, the most viewed channel on YouTube Kids in the world, which entertains youngsters with nursery rhymes and songs in both English

Dolci Preziosi, surprise eggs from Zaini, edible decorations from Modecor, and a sticker album from Panini. Fans can also expect a bimonthly magazine, activity books from Edizioni Play Press and much more. Staying in the digital world, but with a slightly older target audience, is Charlotte M., an idol of many young girls and teenagers who follow her on the web. Her social network presence boasts record numbers: over 1 million subscribers on YouTube, 1 million on TikTok and 144,000 on Instagram. Her third book, My Secret Life - A Comic Strip Story, has just been delivered to bookstores. Easter eggs by Dolci Preziosi, beautiful shoes by

Easyshoes, party slime from Mitama and a wide range of products from Giochi Preziosi are also on the way. She even boasts a number of hit songs, including “Hola Flamingo”, “Buum Buum” and “I Love You”. But plans for Charlotte M. in 2022 don’t end there. There’s much more news to come. Along with Bing and Masha, the MDL portfolio includes many other successful animated series, such as ALVINN!!! And the Chipmunks, Gigantosaurus and Leo&Tig, which continue to confirm their success and the ever-active interest of their young fans by airing on channels such as K2, Nick Jr and Rai YoYo. Among


the TV series, Kids Vet Academy, a docu-reality that airs 2 slots a day every day on Rai YoYo and Rai Gulp, in which children can learn about the challenges that a veterinarian has to face every day, learning empathy for the animal world, care for the animals and the importance of safeguarding the environment. In addition, we also find brands suitable for a more adult and lifestyle positioning, such as ISA (International Space Archives) with the beautiful Space Collection, just launched by Clementoni, LIFE, which with Clementoni as well, has created beautiful puzzles with the most iconic images. Furthermore, Maurizio Distefano

long-lasting licensing programs that also give the possibility to activate new and innovative synergies. And all of them will be on show during the Bologna Licensing Trade Fair 2022, to which MDL is looking forward with enormous enthusiasm. “This fair is an unmissable opportunity – a chance at last to organize safe face-to-face meetings with both our established licensees and new or potential ones.“ says Maurizio Distefano. He adds: “We’re sure our constantly growing and evolving portfolio of high-quality properties will appeal to many new customers, to whom we can guarantee not just great brands and great ideas but also a great service.”

Licensing offers other brands such as Asterix, La Gazzetta dello Sport and some of the most famous bands and musical artists in history, such as Motorhead, Backstreet Boys, Whitney Houston, David Bowie, The Police, Pink Floyd, and many others. The agency’s strategy is based on a 360° approach, which allows it to provide the client with the most correct customized solution. The agency carefully selects the coolest properties of the moment and the brands to represent in order to offer licensees a one stop shop, where they can find all the answers to their business needs. The goal is to work on long-term projects that allow the development of





THE IMAGINARY FRIEND OF EVERY KID THAT BECAME VERY REAL Created back in 2010 Nelly Jelly, or Kakė Makė, as it is known in its native Lithuanian market, went from an obscure drawn character to a pop culture phenomenon present in almost every Lithuanian household. +37061801806 awareness among Lithuanian brands, 2nd place in spontaneous awareness, 3rd place in brand recognition, 4th favorite children’s character. Lina explains it by Nelly Jelly always staying true to its values. “Nelly Jelly always speaks like a true kid would do, and its stories are simple everyday stories that everybody can relate to, parents and children alike”.

From a raised eyebrow “Nelly What?” to the most awaited guest at children parties. From negative and skeptical reactions by publishing houses to long queues at bookshops hosting the next installment of Nelly Jelly stories. How did it happen? As Lina Žutautė, creator of Nelly Jelly recalls there three thing that led her to draw the beloved character. “Recollection of childhood, the time when every new discovery was wonderful, when each hour and minute was so full of questions to be asked and so few of them were answered”. Likewise, Lina noted that lots of parent were experienced sense of guilt, that amidst ever accelerating pace of life they were delegating education of kids to TV, YouTube, cheap mass-produced toy-knockoffs, anything but themselves. And, finally, that we all were missing key element in children upbringing – fun, joy and entertainment.

That’s how Nelly Jelly, an accidental nickname for a naughty and curious kid was born, which soon grew into a universe inhabited with other irreverent and funny characters, who always stumbled into funny situations and always came out from their adventures wiser and funnier. Nelly Jelly must have really struck the cord with Lithuanian kids and their parents, as during two decades it became the most popular household name among Lithuanian families, with 10 Nelly Jelly books published, more than 500 000 printed copies in total, 105 SKU of other publishing projects, also with 1 500 000 printed copies in total. Nelly Jelly copyrights are sold to 13 countries: Latvia, Estonia, Israel, Poland, Russia, Ukraine, Romania, China, Japan, South Korea, USA, Italy and Brazil. It could not translate into something other than into 1st place in top-of-mind

Nelly Jelly outgrew book-only format. Accompanying games, apps, live shows, all resulting that on average every one out of 300 thousand children born in Lithuania during the last decade has met Nelly Jelly one way or another. And not once – more than six times during his and her childhood, more than 48 million views in just three years, and this achievement in the Lithuanian market, which sees only 80 thousand kids entering it every year. There are 30 active partners in the native Lithuanian market, and only in 2021 the market saw 500 thousand of products with Nelly Jelly brand. They were met with award nominations and awards, for instance, Nelly Jelly confectionary set became Best New Sweet Product in 2019, in 2021 Nelly Jelly food supplements were shortlisted for the best in the category in 2021. The same year tech products entered the world of Nelly Jelly as dancing speakers and storytelling diffusers. There are also board games, and this year a gardening book and content about sustainability are in the pipeline. 2022 is also the year of animated series, with 8 episodes being scripted and animated. Pilots will be released in 2023 in English and Lithuanian.




MASTER OF THE UNIVERSE - WE HAVE THE POWER! A franchise with magical powers for an extraordinary licensing program.

Ruth Henriquez Head of Consumer Products EMEA

Smith, marked the great return of Eternia and picks up on the adventures of the characters right where they left off in the 1980s series. Highly anticipated by fans and nostalgics, the series has quickly become a global success: the two seasons launched in 2021 have ranked in the top 10 most viewed series on Netlfix in over 50 countries (including Italy). We are very happy with the way this content has been developed: in addition to the very high quality of the product, the series is a perfect balance between the past and innovation. It takes on the history and characteristics of the characters who have fascinated an entire generation, but does so in a modern way and in line with contemporary culture. Just think of the evolution women’s roles: from secondary and not very significant roles in the 1980’s series, women have become a focal point of Revelation through the character of the warrior Teela, who is tasked with reuniting the group of heroes and saving the world from destruction. He-Man and Masters of the Universe turn 40 this year. After four decades this extraordinary property, an icon of contemporary pop culture, will be brought back to the fore. Since its first launch in 1982, Masters of the Universe has been a cultural phenomenon that has spanned many generations igniting the fire of “power” among fans around the world. On the occasion of its 40th anniversary, Mattel will focus on Masters of the Universe with a global franchise project that provides different content for fans able to expand the story and characters within its vast universe. The franchise is still very popular particularly on various forms of media, from comics and a new animated TV series, to a live-action film on the way, and of course, toys and action

figures. Lm interviewed Ruth Henriquez, Head of Consumer Products EMEA, to find out more about all the news of the coming months. Can you give us a “snapshot” of the current state of the MOTU brand? Masters of the Universe was an incredible success in the 80s: the launch of the toy line first and then the TV series led the franchise to a value of over two billion globally, literally dominating the market. 2021 marked the highly anticipated return of He-Man and Rulers of the Universe with the launch of the Netflix TV series Revelation. This series, created by the world-famous director Kevin

What will the purpose of the brand be in 2022? In 2022 there will be lots of news that we are sure will allow the Franchise to reach its maximum “power”! Our main mission is to “pass the sword” to the new generation! Thanks to the animated series Kids He-Man and Masters of the Universe launched on Netflix in September 2021, even young viewers can learn about the world of Eternia and align themselves in the fight between the hero He-Man and the evil Skeletor for the conquest of Grayskull Castle and its supreme power. This series has also been very successful all over the world and in 2022 the adventures will continue with two new seasons (season


2 arriving in March and season 3 to be launched in August). We are proud of this great news in MOTU’s plans not only because of all the adventures that children can enjoy, but because we are sure that many parents will be excited to have their children discover the world of the superheroes they grew up with and be happy with the many positive messages communicated through MOTU. The purpose of this franchise, in fact, is to encourage children to discover the power within them, to understand that each of us has something that makes them special and unique and that by learning to

“dominate” their power they can become better adults. We know that in 2022 the franchise will expand to different targets by offering a sort of segmentation. Can you explain the differences between Masters of the Universe Revelation which has an adult/ kidult target and He Man and Masters of the Universe which has a children’s target? Exactly, as I anticipated, starting this year MOTU is aimed at two different targets: the world of kidults and that of children. As for kidults, our goal is to leverage

Easter 2022: all the news from the historic Mattel partners world. In the Melegatti egg dedicated to UNO, which last year celebrated its first 50th anniversary, fans of the No.1 card game in the world will find a deck of UNO pocket cards to carry the fun with them. Fans of riddles will enjoy the Pictionary egg containing a small version of the game. And finally Scrabble - which rebranded its look and logo in 2021 - can challenge players to form a word in a dark chocolate Melegatti egg. Dolfin has four different sized fine milk chocolate eggs (50, 150, 220 and 320 gr.) dedicated to Barbie, the iconic fashion doll that has inspired

Easter Egg Dolfin Easter is one of the most highly anticipated celebrations for children and their sweet tooth. It would be impossible to give up the sweetness of chocolate eggs and if we add to that the magic and fun of the Mattel brands, you have a guaranteed formula for success. For Easter 2022 the Victoria Licensing team has outdone itself and have lots of news from their long term partners Dolfin, Ferrero and Melegatti. This year Melegatti offers a selection of delicious 240 gr eggs, both in milk and dark chocolate, branded with the most famous Games in the

Easter Egg Melegatti

Easter Egg Ferrero

little girls to be anything they want since 1959, with lots of fashion surprises to be discovered. A special novelty for this 2022 comes from Ferrero and its timeless classic, the Kinder Gran Sorpresa Maxi in the 220 gr format, dedicated to the flaming challenges of Hot Wheels: fun collectible surprises await the most daring, who can experience exciting augmented reality challenges with a free downloadable App.




the nostalgia effect of all those who became passionate about MOTU in the 80s and win new potential fans who will have discovered this world through the Revelation series. Precisely for this reason, our assortment of Action Figures is characterized by two lines: the Origins line, faithful to the historic Action Figures, characterized by vintage products of the highest quality, perfect for the world of collectors. And the Revelation line, with a modern style and premium features, which accurately reproduce the characters of the new Netflix series. The big news is the arrival of Action Figures line for kids. In this case as well the toys are developed in perfect synergy with the content and have characteristics that will allow children to relive the adventures of the series and align themselves in the struggle between good and evil. What strategies will make 2022 a successful year for MASTERS OF THE

An adrenalic 2022 for Hot Wheels Monster Trucks

From 1968 to today, the Hot Wheels brand has evolved while maintaining its characteristics as an adrenaline-fueled brand associated with breathtaking challenges. From a simple toy car, it has transformed into a franchise that offers multi-channel gaming experiences for fans of all ages. More than a simple toy, it now reflects a lifestyle that enhances the spirit of competition through video games, digital content, partnerships and live experiences. This has allowed the brand to continue to entertain children and adults for over 50 years. In 2022, the spotlight will turn to Hot Wheels Monster Trucks, the

wildest segment in the Hot Wheels catalog. With the new Monster Trucks line, it will be possible to create even more extreme challenges thanks to vehicles equipped with very large wheels. Innovative and amazing product launches, brand new content on YouTube and a partnership with a social icon personality (that we cannot yet reveal but that is perfectly in target with the product), will make Monster Trucks a brand sure to appeal

to young consumers. Already stars of the Mondo Motors Radio Commands line, Monster Trucks Hot Wheels are ready for new adventures in various product categories. The most distinct elements that define the Monster Trucks line - gigantic wheels, exaggerated shapes - are well suited for both leisure clothing and accessories as well as extreme sports items.


A great 2022 licensing program for Masters of the Universe How can we forget the mantra “We have the power”? Masters of the Universe has always urged fans to harness the power within, to become the best version of themselves and fully exploit their potential. This beloved brand is a franchise

Kick Scooter by Grandi Giochi

UNIVERSE? The relaunch of MOTU will be one of our priorities this year and we are working on a plan that will raise the awareness of this property with diversified activities based on the target audience. We’ll help children discover the world of Eternia through TV campaigns, influencer projects and high-impact in-store visibility. We’ll also encourage adults to act like kids again through dedicated digital content and especially by participating in world Comic fairs and events which will involve cosplayers and fans in unique experiences. Each project and event will aim to make the franchise better known and remembered in a transversal way: from the content to the Action Figures, passing through the iconic comics and many consumer products such as Easter eggs and outdoor toys. What news can we expect for MOTU in the coming years? A few weeks ago, we made an announcement that we are particularly proud of: following the success of the TV series, Mattel & Netflix will launch a

particularly suited to a lifestyle program that the Victoria Licensing & Marketing team, which manages the licensing of the property, has already started developing for 2022. In publishing, there will be a release of Masters of the Universe Revelation with Panini Comics, a new comic that serves as a prequel to the Netflix series, with text by cult author Kevin Smith (executive producer and story editor of the TV series). In the kidult segment, the collectible figures of Funko and Mondo Tees are already available, and also the awesome puzzles of HEO. Among other news to this year, there will be two new board games related to the World of Eternia for the most loyal fans. With Grandi Giochi the world of He Man has been enriched with new products such as play tents, sea inflatables, scooters, beach sets, and pinball machines. Rubies will soon launch the He Man and Skeletor

MOTU film in 2023! The film, written by Nees and David Callaham (Shang-Who and the Legend of the Ten Rings, Wonder Woman 1984), will be directed by the Nee brothers (The Lost City) and will begin shooting this summer. The role of Prince Adam/He-Man will be played by emerging talent Kyle Allen (West Side Story). You referred to the world of Kidults: can you tell us something more about this phenomenon? Kidults is a phenomenon that has exploded in the last couple of years and is driving the growth of the toy market. By “Kidults” we refer to people who fall between Gen Z and Millenials (i.e. from adolescents to adults 30 to 40 years old) who like to spend part of their time cultivating hobbies and passions, and who enjoy reliving emotions from the past through games or content. For kidults, play, whether through videogames, construction or board games, provides a moment of escape from the pressures and responsibilities of every day life. This clearly explains why this phenomenon exploded during the pandemic, when

Panini Comics costumes for kids and adults, both in He Man and Revelation versions. But the opportunities are many, Masters of the Universe is a world still to be discovered and the time has come for even the youngest of the new generation to discover its incredible potential.

playing alone, with family or roommates allowed everyone to experience moments of fun and relaxation despite the circumstances.

Tent by Grandi Giochi

For info on how to become a partner for this property:,





RAINBOW: ALL THE SHADES OF SUCCESS Rainbow kicked off 2022 with growing new properties and exciting licensing news. A NEW CLASSIC NOBODY CAN RESIST The highly anticipated debut of the brand-new animated Pinocchio produced by Rainbow in collaboration with Rai Ragazzi and Toonz Media Group has not failed to meet expectations, and from November 2021 Pinocchio and Friends, on air with the first 13 episodes on Rai Yoyo and new episodes coming from March, has witnessed a booming success that in just a few weeks made it one of the channel’s most popular shows. A winning concept and animation of the highest quality are the combination that is leading to important international agreements, among which the one with the prestigious BBC, launching the show by March both on free-to-air and on its own digital platforms premiering it on CBeebies, the first kids’ channel in the UK and a reference point for all international thematic channels. In the coming months

Notebooks Blasetti Pinocchio and Friends

Giant Floor Puzzle Pinocchio and Friends by Ravensburger the series will also land in other important territories, in Latin America with Discovery Kids, the main local pay TV and Rainbow’s historic partner, but also in Poland with TV Puls from April. Prestigious back-toschool 2022 deals will also be announced shortly. The appeal of the series starring the world’s best-loved puppet has already led Rainbow to sign brilliant partnerships in the licensing sector, which will bring the colours and joy of Pinocchio into the homes of its many fans. Italian toy flagship company Giochi Preziosi is the official master toy partner of the series and will launch the line in Italy with a launch strategy that will see action figures, dolls, playsets and plush inspired by the series on the shelves from next autumn, with the option of extending the agreement to other European Countries (and beyond). From May, Fabbri Editori will also launch the first four titles: two hardbacks inspired by the stories of the episodes and two game books to colour in, along with many other activities. The first magazine dedicated to the series will be available at newsstands from the end of March, along with a collection of 3D figurines. A huge number of activities in pipeline to support the series, and the licensees

already involved are prestigious partners such as Ravensburger with game puzzles, Dolfin with Easter eggs, Soluna Eventi for the events that are already enjoying huge success in the area, Blasetti for paper stationary, Fashion UK for apparel, Multiprint for Art & Craft, Ciao for carnival costumes and partyware and finally Preziosi Food with savoury snacks.

FARMLIFE NEVER GROWS OLD The new pre-school animated series Summer & Todd Happy Farmers is another new, flourishing success. Produced by Rainbow in co-production with Motion Pictures and the Spanish public TV channel Rtve, the 52 episode-show airs on Rai Yoyo with new episodes recently added to great acclaim from the channel’s younger audience. The series, which has been available since last September, is steadily increasing and consolidating its ratings. The prestigious pubcaster Clan Rtve has joined the valuable show and decided to invest directly in this Rainbow project. The series will debut in Spain in

Giant Floor Puzzle Pinocchio and Friends



the coming months, while other launches are planned from September in Latin America with Discovery Kids and in Poland on Tv Puls. The series continues to develop important partnerships, starting with the one with the Italian Coldiretti’s Fondazione Campagna Amica, a project that supports Italian agricultural activities and promotes national campaigns to protect the environment, the territory, traditions, and culture. The Summer & Todd initiatives are ambassadors of the genuine and highly topical values of the series, which focuses on discovering life in the countryside and in harmony with nature, healthy eating, and environmental education, and are proving to be a growing success. The monthly magazine dedicated to the series has already been on newsstands since February. In addition, following the solid agreement with Salani Editore, new titles published by Ape Junior will be available from March, including a picture book, a book with many stories from the episodes, three game books including colouring, activity, and sticker books. The brand has already attracted licensees such as Ravensburger for puzzles, Multiprint for Art & Craft products, Walcor for Easter eggs and Soluna Eventi, an excellent partner in the promotion of themed events throughout Italy.

Norman Catwell by Lucia Heffernan

THE 44 CATS KEEP ROLLING More than three years after the TV launch of 44 Cats, Rai Yoyo continues to record incredible ratings that make the series one of the channel’s most popular ever. This growth trend shows no sign of stopping, making it a TV phenomenon that extends to many other foreign countries from Spain to Brazil, the UK to Russia, up to Asian countries such as China, Hong Kong and Singapore - where local broadcasters are still airing 44 Cats continuously and daily in the most strategic timeslots. This year the brand keeps surfing among

the most popular brands in the pre-school licensing sector, with unstoppable growth boasting many historic and new licensees who are taking up the pawesome brand, including Nestlé with a new launch of the 44 Cats-themed Mio cheese, CR Group with its new back-to-school collection, San Carlo with a further promotion on crisps and Walcor ready to launch surprise eggs for Easter 2022. After the great debut of the 44 Cats attractions and shows in the theme parks, the Etnaland attraction awarded in 2021 will continue to thrill children also in 2022, taking them to Granny Pina’s house to solve the mystery of her lost pendant, while Gardaland will inaugurate the new format 44 Cats Circus Show in the 44 Cats Arena starting from next April - following the huge success of the Buffycats Rock Show.

RAINBOW ANNOUNCES NEW PARTNERSHIP WITH LUCIA HEFFERNAN The group will represent the artist and her extraordinary portfolio of works, developing the great potential of the brand in the licensing world. 2022 marks the beginning of a wonderful collaboration between Rainbow and Lucia Heffernan, a visionary artist whose artistic portfolio is attracting increasing attention. A painter with a unique style, Lucia Heffernan has built an artistic universe that expresses human emotions through the wonder of gestures and contexts transported to the tender and colourful dimension of animals, giving voice and personality to the nuances of everyday existence. An extravagant, theatrical, and often humorous artistic repertoire that art enthusiasts can relate to on an emotional level, thanks to Lucia, who straddles contemporary realism, technique, and a sense of humour. Heffernan’s unique humorous style of art lends itself perfectly to the diverse opportunities that licensing can bring to extending the brand. Among the first partners to launch are MC2 Saint Barth, which will develop a beachwear collection, and Vesta Home for uniquely designed home décor.




THE HUGE SUCCESS OF JAPANIME LICENSES IN FRANCE The French agency Mediatoon Licensing has in its portfolio many famous and beloved comics and anime, including major Japanime brands.

©2002 MASASHI KISHIMOTO / 2007 SHIPPUDEN All Rights Reserved.

Celio X Naruto Shippuden Mediatoon Licensing enhances and develops Media-Participations portfolio of licenses. Media-Participations is the 4th publishing company in France and leader of the European comic world. With its Chinese sister company and its network of 10 agents worldwide, Mediatoon is now one of the leading licensing agents in entertainment in Europe and China. Among the most famous licenses of the agency, Marsupilami, Lucky Luke,

The Daltons, Bobby & Bill, Yakari. They’re deployed on all products and communication, in amusement parks, escape games or musicals around the world. Mediatoon Licensing represents many successful Japanime properties such as Naruto, Hunter x Hunter, Fairy Tail, Assassination Classroom, etc. The success of Naruto continues in France Naruto is one of the agency’s top licenses. It tells the story of Naruto Uzumaki, a young ninja who searches for recognition from his peers and also dreams of becoming the Hokage, the leader of his village. The story is in two parts, the first set in Naruto’s preteen years where he joins Team Kakashi, and the second, Naruto Shippuden, in his

©2002 MASASHI KISHIMOTO / 2017 BORUTO All Rights Reserved. ©2002 MASASHI KISHIMOTO ©2002 MASASHI KISHIMOTO / 2007 SHIPPUDEN All Rights Reserved.

teens. The young ninja has done well so far, but with the looming danger posed by the mysterious Akatsuki organization, Naruto knows he must train harder than ever! It’s the number 1 of the manga sales in 2021 in France and in other European territories, with 1 manga sold every 10 seconds (2.8 million mangas sold - GFK 2021). Sales are constantly increasing: vs. 2020, they have obtained a growth of + 138%. In France, in 2021 it’s the first favorite license among boys 7-14 in entertainment and cartoon categories ©P98-22 ©V·N·M

JoyLamp Gon Freecss Hunter x Hunter (KidzGlobal - April 2021). The anime is also enjoying great success: in all Europe, it’s in the top 3 in all countries on SVOD. Boruto represents the legacy of Naruto. After many years of war, a new era has begun. As the 7th Hokage, Naruto continues living in the Hidden Leave Village, where the next generation of young ninja creates their new epic legend. Boruto is the 2d Most viewed anime

©2002 MASASHI KISHIMOTO / 2007 SHIPPUDEN All Rights Reserved.

Monopoly Naruto Shippuden by Winning Moves ©2002 MASASHI KISHIMOTO / 2007 SHIPPUDEN All Rights Reserved.



©2002 MASASHI KISHIMOTO / 2007 SHIPPUDEN All Rights Reserved.

dead, is alive. He learns that his father is a legendary «Hunter», an elite member of humanity. Gon becomes determined to follow his father’s footsteps, pass the rigorous «Hunter Examination», and eventually find his father to become a Hunter in his own right. Along the way, Gon meets other Hunters and also encounters the paranormal. This brand has a growing success, with 2,6 million mangas sold in France. The Anime is a shonen cult on Netflix, Crunchyroll, ADN, Game One, viàATV, TNTV. In the licensing field, it has developed in various categories: Apparel, Retail (La Halle, Celio, Don’t Call Me Jennyfer), Accessories, Gift, Toys & Games (Pop Buddies, Funko, Barrado), or Collab (Rhinoshield). Assassination Classroom is full of humour, science and fiction! A powerful creature will destroy the Earth, but he offers mankind a chance to avert this fate. In class 3-E at Kunugigaoka Junior High School, he starts working as a teacher,

Plushes Tomy Naruto Shippuden on ADN in 2021 and is following in his father’s footsteps with more and more licensees!


Rhinoshield X Assassination classroom

The rise of Japanime doesn’t stop! Mediatoon licensing takes care of many other Japanime licenses, which continue to have an unstoppable boom, as Hunter X Hunter. A young boy named Gon, one day discovers his father he thought was

©P98-22 ©V·N·M

2022: the 20th anniversary of Naruto 2022 is an important year for Naruto, as it celebrates the 20th anniversary of the animed TV series & the manga publication in France, on October 10. The brand has nearly 100 licensees covering all main categories and many exciting novelties are planned for this special year. An unprecedented event in Europe, The Naruto Symphonic Experience cine-concert is programmed in France,

in October 2022. It is a show lasting more than two hours, to relive the best moments of Naruto in the hidden village of Konoha. Played throughout France, with the first three dates in the capital, at the Dôme de Paris (formerly Palais des Sports) from October 14 to 16. The next goal is to organize the event also in Europe. Naruto will celebrate his 20th birthday with the Odino symphony orchestra of 50 musicians, directed by Sylvain Audinovski, who is in charge of interpreting live the most famous anime tunes. While is projected, on a giant screen, a new montage, in the original version with subtitles, retracing the strongest moments of the first 220 episodes of the animated series. There will be also many prestigious collaborations with brands and retailers in numerous categories: Fashion, Toys & Games, Figurines, Publishing, Gift, Home, Accessories… New licenses are on the way in a new category as Food and Beverage, and other collaborations will be soon revealed!

Funko Pop Gon Freecss - Hunter X Hunter not only teaching regular subjects, but the ways of assassination. The Japanese government promises a reward of ¥10 billion to whoever among the students succeeds to kill their teacher. However, this has proven to be an almost impossible task… This manga is a big triumph in Japan with 3 million units sold, and 1,5 million mangas sold in France. It is at the top of the popularity since 2015 and many products are in wide categories (Apparel, Accessories, Gift, Plushes, Figurines, etc.) Other successful Japanime brands in the Mediatoon portfolio are Fairy Tail, The Seven Deadly Sins, Yu Yu Hakusho, and many more.




Licenses that drive the most current trends The strategy of ETS Licensing is always aimed at creating a portfolio of properties able of interpreting the most popular themes of the moment, with a balanced mix of evergreen icons, consolidated characters and new brands. The constant attention to the most significant trends has led to identify innovative franchises with great potential for the development of successful licensing and merchandising projects.

THE IRRESISTIBLE CHARM OF THE FOOD WORLD The faceted universe that revolves around the food, made of emotions, experiences and convivialities is for some years in the top ten of the trend topics, catalyzing the attention of an increasingly vast and transversal audience. In this context, ETS has just signed a partnership with Findus, a leading company in the frozen food market, for the management of licensing rights of Carletto, the histrionic chameleon loved by millions of Italian families, symbol of the Sofficini range. The funny character who since 1998 is the face and soul of the brand, thanks to his sympathy, the ability to involve and invite to play, has been able to interpret the child that is in each of us, embodying over time the brand in an increasingly

transversal way. Now Carletto is ready to embark on new adventures, which will see him protagonist in other areas, all to be explored, in which to live his joyful and irreverent spirit that over the years has conquered young and old. “Carletto is a character particularly loved by families and children - commented Carly Arnold, Marketing Director Findus - in him we saw great potential even outside our category, the production of frozen food. The goal of this ‘character extension’ is to intercept our consumers through levers completely different from the current ones, with new tools and modes.” Francesco Raiano, Head of Licensing&New Business at ETS, added “ETS Licensing is honored to have been chosen by Findus to be the agency that will accompany them in the development of Carletto as an intangible asset and intellectual property. It is an innovative project with examples abroad, but it is the first time that happens in Italy and it is the first time that the starting point is a character

who is testimonial of food products. The awareness and the appeal of Carletto’s personality, developed and supported by Findus, are excellent conditions to make it a pop icon and guide its development in other product categories.” “It’s showtime in the kitchen!” is the motto that embodies the spirit of the eatertainment universe created by Chefclub, the innovative digital cooking brand that boasts the strongest growth on social media in the world today – with 100 million global followers and 2.5 billion monthly views in Europe, the United States, South America and China. Launched in Paris in 2016 with the aim of transforming the kitchen into a space for sharing and entertainment, where everyone can come together to realize extraordinarily creative dishes with a few simple ingredients, Chefclub has seen exceptional growth of its community through the publication of entertaining video recipes on social platforms, becoming the leading global cooking brand on social media today. And Italy has joined the culinary revolution! Chefclub has become a rich source of inspiration for millions of people in Italy, where it has established a large community of fans who love to share home recipes on the dedicated Chefclub App. The popular cooking brand has an audience on Italian social platforms of over 7 million followers and 70 million views per month. And the recipe videos published on the Italian Chefclub Facebook channel is the clear leader on the social platform way ahead of the most popular Italian food influencer cooking channels. As for licensing, new partnership agreements are being rolled out in Italy, starting with the Vallardi publishing house


which will launch a cookbook with 80+ original recipes this September. Chefclub will support the launch with a robust marketing plan, including dedicated promotional banners on their social platforms. Linked to the passion for food are also the contents proposed by Food Network, the entertainment channel of the Discovery Group entirely dedicated to the world of food, with the mission of sharing the joy of being together at the table. With a rich editorial offer, which combines “cult” programs with fresh and original content, the channel offers an appetizing menu that combines gastronomic challenges, entertainment, lifestyle and travel food, telling the traditions, the territory and trends of Italian cuisine. The positioning of Food Network is strong and distinctive: among its characteristic values there are the territory and the Italian spirit, with the discovery of the excellence of our country. There is also contemporaneity, innovation and a look to the future for new interpretations of food. Since its entry into the Discovery Food Network Group has achieved extraordinary results and continuous improvement: the year just ended was the best ever for the channel, with an average share of 0,55%, an increase of +8% towards 2020 and a double-digit increase compared to the previous 2 years. The channel reaches almost 3 million daily contacts, with an average of 9 million unique viewers each week and 17.5 million per month (33% of total television contacts). Food Network also counts on a very high brand reputation: it is known by a third of television viewers and awareness (32% June 2021) has more than doubled in the last 3 years. Thanks to a careful choice of content, which guarantees an everchanging and stimulating offer, precise positioning, a strong multi-channel presence on TV, web and social media, and a high recognition, Food Network is a strong brand immediately recognizable by the public.

THE IMPORTANCE OF RESPECTING THE PLANET Environmental sustainability is another hot topic and increasingly central theme in society, with a growing number of ecoactive people who demonstrate sensitivity to the problems of pollution and global warming and are consequently changing

their purchasing behaviour. The cute protagonists of the animated series Mini Pet Pals, co-produced by Gruppo Alcuni and Rai Fiction, have a great affinity with themes related to the protection of the environment. In fact, there are many episodes of the animated series that see young friends struggling with the dangers of pollution and the importance of collecting waste in a differentiated way and respecting nature in all its forms. The property has often promoted educational initiatives in schools and in the territory to sensitize children to correct lifestyles based on exercise, healthy nutrition and environmental protection. And in the new season “Mini Pet Pals start School”, with 26 new episodes on Rai Yoyo and available on Rai Play from October 2021 and another 26 coming for the fall, there are even more stories that see our little friends learn how important it is to take care of the planet. The Mini Pet Pals School is very special and the game is the tool through which they learn and learn to know themselves and the world around them. The episodes of the new season, in addition to the 156 of the previous 3 seasons, broadcast daily on rotation on Rai Yoyo, enrich the property with innovative content, giving it new impetus and strengthening the involvement of small fans. The expansion of the themes covered by the new episodes of the series also increase the development potential in the licensing program, which in the early months of the year sees the arrival of the Easter egg signed Walcor and the soap bubbles by Sbabam. Even the young protagonists of the animated series Floopaloo are attentive

supporters of respect for the environment, following the mysterious creature that reigns in the Enchanted Forest and has the task of protecting Mother Nature. In the episodes of the series produced by the French studio Xilam nature is a constant presence that is the background to the stories of Lisa Matt and their fellow adventurers at the Summer Camp: a world populated by mysterious and wise creatures, that lives of a delicate and precious balance to protect. The affinity of the property with the world of nature was well interpreted by Soluna Eventi with the setting up of the Floopaloo Camp which debuted last autumn with an installation set up for a month at the Belvedere Shopping Center in Sicily. The equipped area of the CAMP Floopaloo, in addition to entertaining the little guests with slalom, jumps and climbing, was also an opportunity to raise awareness of environmental sustainability through the game. In fact, the participants took part in a special green program with the objective to plant a forest of trees for the mall, contributing to significantly reduce CO2 emissions.

GIRL POWER AND INCLUSIVENESS The themes of inclusivity and emancipation are also very topical and increasingly hot in more and more contexts, where we talk about respect for diversity, self-acceptance, body positivity, fighting stereotypes of perfection. In spite of her more than 75 candles, Pippi




Longstocking is one of the characters of children literature who knows how to better embody the values of “girl power”. With her unconventional, unpredictable and wildly free attitude, the world’s most famous little rebel is a heroine sui generis, modern and revolutionary even for our times. The little girl with the funny red braids and the weird outfit is happily imperfect and proudly herself. In her world where there are no limits, fantasy is unbridled and you play freely, without fears and obsessions. Pippi Longstocking makes unconventional choices, has no prejudices towards anyone and can think with her own head. The strength and courage of Pippi were the inspiring values behind the Pippi of Today campaign, activated by The Astrid Lindgren Company in partnership with Save the Children to help girls on the move fleeing war and poverty. For 2022 ETS is defining an articulated Licensing development plan for the Property, which sees as first product launches the carnival costume branded CIAO an exclusive collection of GOTS certified organic cotton fabrics created by ILLUSTRABIMBI and the distribution of toy lines by Micki Toys. A rebellious and unconventional female character is also Bean, the princess protagonist of Disenchantment, the ironic and irreverent animated series born from the pencil of Matt Groening, creator of The Simpsons and Futurama.

we perceive reality, we live and relate to, with a process that evolves continuously thanks to the progress of technology. This revolution has created a complex ecosystem of connections that intertwine with physical touch points along the entire customer journey. And in this fluid reality between digital and physical, brands can develop innovative methods of contact with their target audience. The visionary development strategy carried out by Outfit7 for its awardwinning Talking Tom&Friends franchise has always had the goal of integrating the digital and physical world. Since the launch of its first game in 2010, the company has evolved the brand into a

The series also gives space to the theme of inclusiveness, telling the stories of the most disparate and bizarre characters and presenting with naturalness the diversity of each of them. The misadventures of Princess Bean, intolerant to the rules, alcoholist and courageous, are proposed as the antithesis of romantic fairy tales populated by girls in danger and courageous knights. The series, of which the brand new episodes of the 4th part have just arrived on Netflix, is enjoying increasing public and critical acclaim as it is enriched with new and unexpected content every season.

THE FLUID AND INTERCONNECTED SCENARIOS OF DIGITAL Digital has pervaded every part of our life by bringing substantial changes in the way

vast entertainment ecosystem. Year after year, the company has continued to move in the direction of a broad multi-channel presence for the property with the intent to increase contact opportunities and deliver 360-o brand experiences to its huge number of fans. The Outfit7 team to date has developed over 20 mobile games, with 17 billion downloads and up to 470 million active users each month globally. The company has also created for the brand a wide range of original video content for TV, streaming platforms and social channels. The animated series Talking Tom&Friends is one of the most watched family shows in the world. And the Talking Tom&Friends YouTube channels have over 82 million subscribers and more than 85 million views. The characters are also popular on social media, where they gather a global community that currently exceeds 30


million followers. In addition to games and videos, the company has also created eight theme parks for the property and an ambitious global licensing program that includes more than 3,000 products. Recently, HUGE! Play in collaboration with Outfit7 and Epic Story Media, launched GAMEBUD Talking Tom. A revolutionary product that is at the same time mobile game, interactive device and toy, to turn the game into a superior level experience. Also for Italy new interesting partnerships have been defined. Among the upcoming product novelties, this spring are coming the ice creams of Talking Tom and Talking Angela, developed by Incom Leone, an internationally renowned Slovenian company known for its innovative creations. A property that has been able to define a virtuous path from physical to digital is represented by Cry Babies. The doll

brand of IMC Toys has in fact successfully evolved by combining the new toy collections with an animated series, exclusive video content, an app with interactive games and activities and a dedicated YouTube channel: Kitoons The tender dolls that cry real tears have conquered millions of girls all over the world, and were the most sold toy in Italy in 2021 (NPD Retail Tracking Service Italy - rank by value sales in 2021). Excellent results also for the collectible version CRY BABIES MAGIC TEARS, which has confirmed the property nº 2 of the category (NPD Retail Tracking Service Italy - rank by value sales in 2021). A fundamental ingredient for the success of the brand is represented by the contents of edutainment that in the digital channels find a wide diffusion. The beloved dolls are the protagonists of an animated series with 4 seasons so far, broadcast on TV on Frisbee and present

online on the channel Kittoons YouTube. IMC Toys has also realized the 5th season, which will soon be available. With a pioneering approach, IMC Toys last October launched a new OTT app that takes the name of the YouTube channel KITOONS -, available on Ios, Android and smart TV devices, where children can find all the contents of Cry Babies and moms can buy personalized products. IMC Italia is constantly investing in TV, web and social marketing campaigns and in PR activities to support launches. Numerous activities implemented on social channels where Cry Babies are the protagonists, in addition to collaborations with the mum&kids influencers most popular in Italy and events on the territory. With the goal of continuing to grow the brand, 2022 will see new product launches and innovations supported by major marketing and communication investments. The world of Pera Toons born on the web with puzzles and comic-strip jokes, has been able to successfully extend from digital to physical, arriving first to books and then to the field of merchandising. For this phenomenon that gathers 3 million fans on social media, a winning brand extension strategy was in fact activated that managed to transfer its humor and satire in different areas, obtaining equally positive feedback and preserving the characteristic values of the brand at the same time. With his books “Ridi che è meglio” and “Sfida all’ultima battuta” Pera Toons climbed the sales rankings. And in addition to books now also licensing and merchadising products, such as the line of mugs, greeting cards and shoppers produced by Biems, and distributed in stationery shops and gadget stores, which will soon be integrated with new references.





The brilliant brands of Kiddinx Media KIDDINX Media GmbH is one of the leading distribution and marketing companies for children’s audio plays and books, music, animated films and mobile applications in Germany. Its sister company is Schmidt Spiele® publishing house, one of the best-known german games manufacturers. It includes the Schmidt Spiele® brands for puzzles, plush, children’s, family and adult games. Here are the novelties for some of its wonderful brands. Pippi Longstocking, 76 years “young” and as up-to-date as ever at the core of the brand - from now on will strengthen the license portfolio of KIDDINX Media. First published in Sweden in 1945, Pippi represented a completely new and different kind of girl character. Not only does she have her own horse, but is also brave and the strongest girl in the world. She is self-confident, funny, spontaneous, helpful, incredibly generous and above all independent. True to the motto: “I’ll make the world as I like it!” Pippi lives her life. Meanwhile, the stories have been translated into more than 70 languages and more than 66 million book titles have been sold worldwide. The licensing agreement between the Astrid Lindgren Company and the Berlinbased licensing company covers the German-speaking region and applies to all categories - except for the publishing sector, which has been the responsibility of the Oetinger publishing group since 1949. “I’m a huge Pippi fan myself and am delighted that we can now market this worldwide known brand” stated Thomas Puchert, Licensing Sales Manager, KIDDINX Media. “Pippi Longstocking stands for strong women who don’t let things get them down and who confidently go their own way. These are values that are as important in the past as they are today and with which my two teenage daughters Linda and Luisa can also identify. To be able to experience this world of

Pippi and her adventures now, to bring them even closer to the tall and small fans, and to be able to offer them something suitable across all platforms, is really something very special for me and the entire KIDDINX team”. Cilla Nergårdh, CEO of Astrid Lindgren Company declared: “Ever since the first Pippi Longstocking book was published in Germany back in 1949, the popularity of the character and its famous author has remained intact. Germany has always been, and remains, one of the key markets for The Astrid Lindgren Company. We are very happy to be able to continue to strengthen our presence in the DACH region and to promote the strong values of the Pippi Longstocking brand together with one of the most renowned licensing agents for the market, KIDDINX Media”. A new live-action cinema film is currently in development - produced for the first time with Heyday Films and Studiocanal - whose premiere on cinema screens is planned for 2024. When developing the licensing theme and selecting partners, KIDDINX Media

and the Astrid Lindgren Company place great emphasis on sustainability and a “perfect fit” with the brand’s core values. Three licensing programmes are available to partners: Original illustrations by Ingrid Van Nyman, live-action style from the films and TV series with actress Inger Nilsson, and artwork from the new feature film. Åse Thelander, Export Manager at Micki Leksaker explained: “We are very excited about this new partnership. With KIDDINX’s experience in the German market, Micki’s long history of producing Pippi Longstocking toys and the close cooperation with the Astrid Lindgren Company, we have created a fantastic basis for the strongest girl in the world.” The first partners onboard are Schmidt Spiele (puzzles, card games, board games), INKICKS (customized converse chucks), Athesia Kalender (family calendar), dh konzept (party sets, decor), Lobster&Lemonade (apparel). Following the huge success of the four BIBI & TINA movies in the Germanspeaking countries and the soundtracks at the top of the music charts, shooting for the new and fifth feature film started at the end of July. With the cast from the Amazon Original series, the shooting of BIBI & TINA - EINFACH ANDERS started on 21 July 2022. Bibi and Tina welcome three new


holiday guests to the Martinshof. They call themselves Disturber, Silence and Spooky and are simply different: Silence doesn’t speak, Spooky believes in aliens and Disturber is not too kind with Bibi. She’ll make Bibi stop laughing! Disturber’s mistrust eventually even drives her into the arms of the mysterious V. Arscher (Kurt Krömer), who has an elaborate vendetta against Count Falko (Holger Stockhaus). The excitement of a meteorite hail from outer space comes just in time for them to panic the whole of Falkenstein. No one can be sure anymore! But he hasn’t reckoned with Bibi and Tina and their new friends, who are not fooled. The director Detlev Buck said: “It is highly unlikely that we are the only ones in the universe with a little higher intelligence. The unknown is often frightening and rejected, but Bibi and Tina remain curious about each other. There’s a song about that too, and not just that!” Gabi Salomon, KIDDINX added: “We are very happy to be able to realise “Bibi & Tina – Einfach Anders” together with the proven team around Detlev Buck and DCM”.

Peter Plate, Ulf Sommer and team are once again responsible for the music. Filming will take place in Berlin, Brandenburg and

BIBI & TINA - Einfach Anders

Saxony-Anhalt. DCM Film Distribution presents a DCM Pictures production in co-production with KIDDINX Studios, Bucket and Boje Buck Produktion. Supported with funds from Medienboard Berlin-Brandenburg, Mitteldeutsche Medienförderung, Filmförderungsanstalt, Deutscher Filmförderfonds. Nationwide theatrical release is on 21 July 2022 distributed by DCM. KIDDINX launched also Kira Kolumna, the next major radio play series for children aged 8 to 12, in October 2021. The main character of the series is the 16-year-old blogger Kira, a distant relative of the wellknown roving reporter Karla Kolumna. The passionate young reporter Kira reports on her adventures in the series. And they do lurk around every corner - you just have to look closely, is her motto. In her blog, she reports on big and small experiences, in which she sometimes gets into dicey situations as an investigative reporter.




ID CARD: Pippi Longstocking

Kira is a self-confident young girl who lives with her father. The sought-after maths professor is on assignment all over the world, which means Kira has to relocate again and again. But slowly Kira would like to arrive somewhere. The new series is characterised by typical teen themes and exciting stories that young listeners can identify with. No matter whether it’s the “move alert”, a classmate is being mobbed or her best friend is getting presents from a mysterious stranger: Kira gets to the bottom of things. And they are rarely as they seem at first glance. In the first radio play episode, “Umzugalarm” (“Move Alert”), Kira has to relocate from Madrid to Mühlheim and

from then on lives in the rather tranquil district of Südberg. After the lively metropolis of Madrid, this is a real change and Kira is not at all enthusiastic at first. But then her journalistic instinct awakens as she tries to solve a series of mysterious thefts. Thomas Puchert, Head of Licensing KIDDINX Media, announced: “We are thrilled to be bringing a new KIDDINX brand to life with Kira Kolumna and are very excited to see if the fans will take her to their hearts with the same enthusiasm as the entire KIDDINX team has already done. The first talks with potential licensing partners have already been very promising. The series is absolutely contemporary with current topics that have great relevance for the target group. And the look and feel offer a fresh, high-quality look”.

... is the strongest girl in the world ... was first published in 1945 ... has been translated into more than 70 languages ... over 66 million copies of the book have been sold worldwide ... has been made into 6 feature films and 2 TV series. DVD and VHS have sold over 50 million copies ... has been listened to more than 55 million times in the last 5 years on the music streaming platform Spotify ... Also available are audiobooks, apps, games, e-books, songbooks, music... Core values: Independent of adults because she is stronger and doesn’t need their money Generous and kind-hearted Playful and full of fun Strong - mentally and physically Adventurous and brave

There are five episodes available in stores as well as for download and streaming since 15 October.




TOPO GIGIO, the second season is coming Following the success of the latest Topo Gigio animated series that debuted in 2020, a second season is now in production.

Easter Egg Topo Gigio by Più Buono (Dolce & Toys)

To celebrate its 60th anniversary, TOPO GIGIO, created by Maria Perego in 1959, launched Topo Gigio (52 x 11’) a modern animated series based on the classic property. Entirely made in Italy, the series is a Topo Gigio srl production, with executive producer Movimenti Production (Lupo and Zero Calcare - Tear

Sticker album Topo Gigio

Along the Dotted Line). Season one of the series, which debuted on Rai YOYO in October 2020, features the mouse’s characteristic sympathy, innocence and curiosity, in self-contained episodes following his many exciting adventures in the world of humans. It was an immediate viewing success: by November 2020 Topo Gigio became the most watched series on Rai Yoyo (12.5% on preschool target) with three doubleepisode screenings a day in premium time slots. A huge response on the web added to the boom in television ratings, with three songs (Buonanotte Gigio, Wake up Early, I will Trust you) approaching 10 million views, over 5 million followers of the official Facebook page, 94.3 million GIFs downloaded, and over 460 million clicks on the official YouTube channel. In addition to the figures that attest to the popularity of the character among today’s children, the Topo Gigio series has also obtained two important industry awards: a Pulcinella Award for best upper preschool

series and the MOIGE Quality Award. On the Licensing front, many partners are already on board: Giochi Preziosi (Master toy licensee), Clementoni, Gribaudo, Playpress, Officine Comunicazione, Rai Com, Easy Shoes, Dino Bikes, Hopplà, Dulcop, and Sabor. After broadcast of the series on Discovery Kids Latin America in autumn 2021, TYCOON, the agency representing the property in those territories, is preparing a launch of stylish Topo Gigio products, starting next autumn. The second season of Topo Gigio (52 x 11 ‘), currently in production, would not be complete without Zoe and her friends, the G-Team and the iconic phrases that made this mouse the most beloved friend of children from yesterday and today. The broadcast is scheduled for autumn 2022 on RAI YOYO.

For info and contacts




Santoro Licensing and Mondo TV trust in the Italian market Mondo TV, one of the largest European producers and distributors of animated content, has been appointed as licensing agent in Italy for the art brand Gorjuss, owned by the UK-based Santoro. LM interviewed Jo Campbell, General Manager of Santoro Licensing, to find out more about this news and the company’s developments, internationally and for Italy. UK-based Santoro is a multi-brand design house creating covetable gifts, stationery, and lifestyle products, many of which have inspired noteworthy brands and successful licensing programmes. Its emotional Gorjuss brand is a huge retail phenomenon that girls and young women have embraced in more than 90 countries. Mondo TV, one of the largest European producers and distributors of animated content, has been appointed as licensing agent in Italy for this beloved art brand, with which it will be present along with many other novelties at the Bologna Licensing Trade Fair (BLTF / Kids, 21-24 March). LM interviewed Jo Campbell, General

Manager of Santoro Licensing, to find out more about this deal and the company’s strategies, internationally and for Italy. How is it performing with Santoro’s brands in UK and internationally? After two challenging years with the pandemic and Brexit, we are proud to have maintained and built upon a really strong international presence with our brands, most notably Gorjuss, thanks also to a wonderful portfolio of licensees. During the lockdowns, Santoro’s team also seized the opportunity to create some amazing new Gorjuss style guides including Melodies, Pirates, Zodiac, Wonderland and its spin-off range Through the Looking

Jo Campbell Glass. With the first product launches in 2021, the quick sell-out has been an incredible pay-off. Santoro heads into 2022 with exciting new licensee negotiations underway, new markets opening for the brand, new Gorjuss distributors in place for Australia, Mexico and Hong Kong! Late 2021 saw the signing of Italian confectionery company Witor’s for Santoro’s Mirabelle brand, whilst Greek licensee Pedio developed some stunning 2022 diaries with Mirabelle for both women and girls. Blue Ocean has continued to regularly publish the Gorjuss children’s magazine across France, Spain, Poland and Hungary. Another exciting development for 2022 will be the first Meet and Greet live event in Greece, featuring the first ever Gorjuss character costume – an amazing achievement for a non-animation brand. How is Italy important for the overall licensing strategy of Gorjuss and Santoro’s brands? Which partners are


figurines; it has just launched a series of collectable tins featuring stress-relieving scented clays as of this February 2022. Panini S.p.a continues to offer new campaigns in the kiosk channels. Other key Italian licensees include Gabbiano S.p.a. who have developed a stunning array of hair accessories and sunglasses featuring popular character Cherry Blossom, whilst Pon-Pon Edizioni continued to launch Gorjuss magazines alongside a tattoo book, fashion book, colouring book and a series of travel books. Also in the pipeline for this year, a range of brand new Gorjuss apparel and accessories are set to hit the shelves with licensees like Benetton, J Brand International and Santoro Italia working on some inspiring developments. Licensed publishing is also set to have a strong year in 2022 for Gorjuss with PonPon Edizioni looking to release more products in this category, while Play Press continues to launch its series of Enigmistica, Puzzle E Giochi and Puzzle e Cruciverba booklets.

ID CARD: Gorjuss Gorjuss is an extensive portfolio featuring stripy-socked girls with big hearts, curious imaginations and faithful animal companions. • Over 400 captivating artworks • Over 60 licensees worldwide • Available in over 90 countries • Over 2 million tags on Tik Tok • Over 60 design awards • A proven evergreen brand with over 10 years of growth • A beautiful brand with a nostalgic quality creating today, the heirlooms of tomorrow.

already on board? Gorjuss has enjoyed a particular stronghold in Italy, for many years, ranking most recently amongst the top brands for girls according to longstanding Santoro licensees. Gorjuss’s expansion potential is incredibly strong in Italy and plays a vital role in our overall licensing strategy. 2021 saw one of our key Italian licensees Balocco develop a series of confectionery products including pandoro tins featuring Gorjuss characters for the Christmas period, whilst for Easter Balocco develop an amazing Easter egg featuring the adorable Bee-Loved character which sold selling over 130,000 pieces in retail, 30% up on pre-pandemic sales! Also on board is our major Italian licensee De Agostini, with which we have sold 2.5 million

How have you selected Mondo TV to represent and develop the Gorjuss brand in Italy? And what are your expectations and future plans? Having connected instantly with Mondo TV’s passion for Gorjuss, we are certain that this partnership is the perfect opportunity to expand in Italy – a key European market for our brand. We are confident that their unmatched expertise across content creation, distribution and, of course, licensing, will prove crucial in our overall brand strategy for Gorjuss. We are absolutely delighted to be working with them in Italy and very much look forward to this collaboration.





The overwhelming energy of Ema Entertainment By Rossella Arena Ema Entertainment, a division of Ema srl, is exhibiting at the Bologna Licensing Trade Fair (BTLF/Kids, March 21-24), presenting its new initiatives and its promising startup brands. great opportunity to promote our work, continue to forge interesting partnerships, and find creative and innovative solutions. In the future, as we emerge from this complicated period, we would like to add live shows to our television formats”. Ema Srl was one of the first companies to create live shows based on popular television brands in Italy: in recent years it has produced shows of Masha and the Bear, Floricienta and many others that have conquered a young audience, Ema Entertainment, a division of Ema srl, is exhibiting at the Bologna Licensing Trade Fair (BTLF/Kids, March 21-24), presenting its new initiatives and its promising startup brands. Ema Ententainment, born from the experiences of Ema srl, is a young

new entertainment producer, full of ideas, eager to invest in new Italian and international formats and TV projects. Ema is attending BLTF to look for potential new partners for its start-up brands. “Due to the pandemic, these last few years have been very difficult for our sector” declared Edoardo Lombardi, sole director of Ema srl and creator of the Ema brands. “This is why we believe Bologna fair will be a

reaching record numbers abroad as well. At the Bologna fair Ema will present exciting, established projects such as Teen TV and Witch Legacy, and new brands including Fanta Favole, Spin Off and CityLife. Created almost for fun as a positive project during the lockdown, TeenTV is an innovative web-TV platform for



independence and autonomy to children. Through music, dance and fairy tales, each viewer can get to the heart of a story guided by the characters. Fanta Favole will be a television format, but also a live show with real performers who will have fun combining fantastical and digital environments: an evolution of the most popular formats fro children’s TV entertainment. The first titles scheduled in the next few months are Puss in Boots, Cinderella, Alice in Wonderland, and Little Red Riding Hood. An adorable girl will travel through the fairytale multiverse to guide the various characters; the name of this actress will be revealed at the Bologna fair. The Witch is an Italian series that draws inspiration from the great American giants Marvel and DC comics. Today it is available in two versions, the international

one with a structured, co-produced series for large platforms, Witch Legacy - The Origins; and another targeting kids with a spin-off of The Witch, a show specially optimized for channels such as Boing, Rai Gulp, DeaKids, etc. In the developed spinoff television version, currently awaiting an Italian partnership, the adventures follow characters of the League of Heroes that are already battling their enemies led by Dr. Mordon. The international version revolves around the origins and birth of the League of Heroes in a unique series for the Italian market, co-produced with the Philippines and the United States. The production team is made up of professionals from each country, who all make a unique contribution to the series, making it highly quality and competitive in several respects. For example, some of the

Giada Gentilini young people who want to participate in castings to become actors and performers, or who simply want to enjoy content designed just for them. In its first three months TeenTV processed 15,000 social casting applications for various formats and reached 10 million views. It made content for children and teenagers available completely free of charge, creating products of excellent quality at almost zero cost, aiming for large viewing numbers. After almost two years it is still growing and it remains open to exploring new formats like Fanta Favole, created for a very young target and their parents. The mission is to offer entertainment videos with stories that convey the values of family, education, friendship, imagination, designers involved also work on Marvel film projects. In Witch Legacy, sci-fi blends with history and mythology. A general sense of epicness dominates from start to finish in spectacular macro-action sequences including a finale full of special effects which required a full six months of pre-production and the creation of 20 virtual actors. The main character is Sara Kennet, a girl destined to inherit powerful witch powers which will allow her to save the world along with other superheroes. The main actress is the young Giada Gentilini who will attend the fair in Bologna. Spin Off is a new entertainment program dedicated to Generation Z and its ability



Masha e Orso Live Show to influence today’s society culturally, technologically and economically. The young people of Gen Z live in a profoundly changed world and as such must have a platform for discovery; this is in fact the main objective of the project, to find new talent among influencers, gamers, cartoonists, cosplayers, actors, and singers, encouraging them to test their skills in a variety of contexts. It is filmed in a small innovative living room where children meet to exchange news and updates from their respective worlds of expertise, a “Creative Multiverse” where they discuss current affairs, commenting from their own point of view and trying to make a difference. The format will initially be structured in episodes of 30’ which will be broadcast once a week for 6/8 weeks on the relevant TeenTV Youtube channels. CityLife is a multimedia project and a TV series set in Naples, characterized by glamor and fun; the protagonists Massimiliano Morra and Raffaella DiCaprio will attend the Bologna fair. Fanny, a shy 24-year-old Swedish, student in mathematics, arrives in Naples for an Erasmus programme . Through a university colleague she comes into contact with the fashion agency City Life, thanks to which she will discover a great passion for fashion. Naples is the perfect backdrop to tell this story, an open-air set with an ambience somewhere between dreams and reality. It has the charm of natural and tangible beauty, set amidst the alleys of the Spanish Quarter, the grandeur of Piazza Plebiscito, the many museums awash in art and culture, and the beauty of the area. CityLife also goes beyond the screen and into the real world by including companies that want to advertise their business

within the TV series. Companies that want to promote their brand, product or ideas through the agency will have constant and – most importantly - moderated visibility according to the users involved and the distribution channel used at the time. Every single viewer of the series and its protagonists can receive new targeted ads or be enticed by a specific product or service through its various social platforms (Facebook, Instagram, Tik Tok…) CityLife will also be able to launch young talent linked to the world of fashion. The series will have a YouTube channel where advertising services, interviews, commercials and presentation material of the companies or talent participating in the project can be broadcast using an exact editorial calendar. Total visibility is guaranteed by exploiting every tool that

Witch Legacy the network has available, amplifying communication of the messaging. The CityLife portal will be an essential site where users can interact with various characters, discover previews and gossip, and access e-commerce to sell the products advertised in the TV series directly. There will also be a live program that will launch first from the web then move to TV, a segment that will focus on current fashion and trends, with Naples as a central reference point.




LETRABOTS, AN ENDLESS UNIVERSE Publishing, edutainment, news: these are the keywords of the continuous evolution of the Letrabots’ world. Letrabots is a registered trademark of Cicaboom s.r.l., born from the ingenuity and creativity of the company’s three founding partners, realized in a project that goes beyond the simple marketing of toys and reaches the production of entertainment and publishing-related content. Since 2016, the Letrabots universe has been constantly evolving, developing editorially over time to create a narrative that, in parallel with the release of toy lines, has been enriched with new stories, characters and adventures. The Letrabots narrative first kicked off in comics sold at newsstands, followed by a web series on Letrabots’ Youtube channel which immediately achieved huge success. The creation of Letrabots universe, based on transformable toy robots, allowed children to follow the adventures of their heroes across different media. Letrabots is the company’s flagship property developed through cross-media storytelling, distributed across different platforms such as comics, web series, social media, and even a very successful TV series on the main kids channels.

K2 in Italy and on Boing in Spain. The series achieved incredible success, with excellent ratings on K2 and it has been appreciated so much that children asked for more: more episodes, more action, more opportunities to follow their heroes in their incredible adventures. Cicaboom has not backed out: an agreement is already in place between the Genoese company and Mondo TV for the release of a new 26x13-minutes action series in the second half of 2023. Unlike the 2020 series mainly based on comedy, the new TV series will feature

The Letrabots land on TV In 2020, Letrabots extended its reach by entering the world of TV with a 15 x 3-minutes comedy series, broadcast on

adventure and action, while including the cornerstone of Letrabots storytelling: the edutainment, meant as an educational aspect presented in a fun and engaging way. In fact, the special powers and stories of the main characters will be revealed, allowing children to immerse themselves in their adventures even further. With this action TV series, Cicaboom will give life to new, exciting parallel surprises within the toy line, which will be enriched with products oriented towards the creation of a narrative universe in which to make children dream.




EXCITING NEWS FROM SBABAM FOR 2022 Sbabam, a leading toy brand at a national and European level, continues its international growth with many new launches in 2022. The girls’ line has been enriched with three main components. My Princess offers access to a magical world populated by the most beloved princesses. The products convey sweetness and elegance and are characterized by bright colors. New products include My Princess Lollypop, with very colorful dresses and My Princess Trendy Clip, with princesses wearing charming evening dresses. For those who love to cuddle and play with pets, Cerca Cuccia Pets - Mammy Surprise offers different breeds of cats and dogs available for “adoption.” Together with their puppies and kittens, the pets are ready to become part of the family, with an “adoption certificate” in each pet carrier.

Sbabam, a leading international brand in the Toy sector, has produced many colorful new products to keep kids playing and dreaming together through 2022! With a view to brand awareness and customization of products for girls and boys, it has identified and developed product lines that are easily identifiable and characterize the company.

Kokoro, one of the most iconic and successful brands of the Sbabam collections, is comprised of sweet animals with a big and bright heart. Two new products from this year are Kokoro Baby Magic Color, magnificent animals to decorate and Kokoro Emotions with characters that express their feelings

towards other loving friends. One of the strongest lines for boys is Legend of Animals. The first release of this new series is Beast Gladiators, animals of the Savannah that transform into powerful robots. The Prehistoric Predators and Jurassic Predators collections will follow. Another significant line is the Dominators collection with animals in PVC and TPR. The first release features iconic wild horses, Prairie Fury. Beautiful, proud, and elegant, they accompany and share all the most significant moments in history. Eggy Birds is one of the latest toys from the Legend Eggs line, eggs with various declinations that have had great success in Italy and abroad. The eggs hatch to give birth to the characters in the collection, which grow up to 12 cm. And for their licensing lines, Sbabam will focus on the strongest collections such as Disney, Bing and Hello Kitty.




Play Around Dives into 2022 with enthusiasm After the challenges of the previous years, the toy company Play Around has started 2022 with great energy and many innovations.

Founded in 2020, Play Around has gone through the full effect of the difficult years of the pandemic, but has always looked for opportunities to find new solutions. Last year it produced the Masha Tells Stories Project, with Simba Italia and Animaccord, which immediately established itself as a bestseller both on Amazon and in retail channels. In mid2021 the Play Around Store on Amazon was launched, a real running change that achieved better performance than had even been forecast. 2022 now looks very promising for all Play Around properties. In






New and multiple developments are planned for Tata, their proprietary brand aimed at interactive digital content. It is a pervasive concept that will affect all present and future projects, through the use of a dedicated app. Tata was born from a fundamental synergy with the company’s parent group, Pea &

Promoplast, whose technology studies over the last five years have led to the creation of a new digital universe that has revolutionized the world of partwork and toys. The fast acceleration and the ambitious projects for the future of Play Around have also seen a substantial expansion of the company’s team. New project managers joined the company to increase project development and logistics, strengthening the new business & sales areas, thanks to highly skilled professionals from the toy sector. E-commerce will expand to reach targets in their three-year plan for 2022/2024, as will the marketing department which will support all the upcoming projects. At the Bologna Licensing Trade Fair (BLTF/Kids, March 21-24, within the Bologna Children’s Book Fair) Play Around will be at stand B28 to present all their new projects, digital and otherwise. Among these properties Kids in Town, Kawais, and Scarymon are three very content-rich projects, but all with different targets. An key back to school partnership in Italy has already been defined for one of these properties.

© Simba/Animaccord

Meteoheroes Master Toy licensee, developing the toys and collectible lines with its international distributors and Mondo TV. In 2022 the company will bring the MeteoHeroes to other European countries, with new products coming to market. They also entirely redesigned the packaging line, reducing the plastic elements to less than 10%.




Cooking around the world with Chefclub Chefclub Friends (52 x 11’, TBC) is an edutainment series for children aged 5 to 7 with the beloved animated mascots of the Chefclub Kids channel, born from the enormous success of Chefclub, the world’s leading digital “entertainment” brand. LM interviewed Marie-Laure Marchand, SVP of Chefclub, Global Consumer Products & Business Development, about plans for the series and the brand. What is the Show about? Chefclub Friends follows the adventures of kitchen enthusiasts Maurice, Lola, Carlton, Colette, Elvis, and the Kikitos as they discover the world with their eyes and their tastebuds, looking for new ingredients and flavors. They always team up with other cooks, learning new recipes and making new friends along the way. But what the series is really about is making food and cooking a positive, exciting, healthy and sociable activity for kids to share with their friends and family. It is a natural extension of the Chefclub Kids universe, where sharing the fun of food is at the heart of everything we do. Chefclub’s Motto is “Having fun in the Kitchen”, how will this mantra extend into the TV show? Our series will a natural brand extension

Marie-Laure Marchand

to make things like guacamole in Mexico or Fondue in Switzerland. It is a very aspirational world for kids that helps stimulate a deeper interest in cooking – and provides an accessible window into other cultures. The show models what we believe is a healthy and sociable way to connect with other people, through the universal enjoyment, preparing and sharing of food.

Chef Knife for Kids by Chefclub of Chefclub Kids videos, but instead of cooking at home, our characters will be trotting around the globe learning how

Chefclub has a huge digital empire that has achieved literally unparalleled success with its five online channels. Why the expansion to linear? Our positioning between food and entertainment has demonstrated the brand’s dominance across social platforms. We’ll now convey the same positioning and values in longer form and more diverse formats that can fit all sorts of media; our animated series is one among many others. Linear TV is not dead by any means even if it no longer is the only player in the game. TV remains very relevant, especially in regard to kids content. Our animated series is the backbone of our character-driven brand and having our animated series aired on linear TV will be an important step for us, as well as the starting point for new licensing opportunities.

Kids products by Chefclub

What countries have the most Chefclub fans? What are your international plans for the Kids brand? We are very excited to be one of the leading cooking brands in the world, a true global brand with loyal international


fans. Of our 2.5 Billion views, half come from the US so this is a huge priority for us. Europe and the French market remain very strong, as well as Latin America, and we are also building up our audience in China. In France and Germany we won Licensing International Awards for Best Digital Brand (2019 and 2021), so we have really solid name recognition in all key territories. Of course, Chefclub is a French company - not surprisingly since we are well known for our cuisine! – so we have developed a very interesting approach in our home market: we have co-developed innovative products together with our community to meet their needs and interests, whether it is cookbooks, utensils or our kid-friendly cooking range. We then launch our Chefclub products on D2C which allows us to test the market, get great feedback and then expand to retail at a later stage. This strategy has been successful and is how we have managed to sell 700,000 cookbooks and 250,000 Chefclub Kids

cooking kits to date. We are aiming to mirror what we do in our home market internationally. As far as licensing is concerned, our program is driven by our master licensee Tefal, which has developed an extensive and colorful range of pots & pans, utensils and appliances under the brand name Chefclub by Tefal. The 50-sku product line was launched in France in September while international markets will follow in

2022 – a very exciting time for us! What achievements of Chefclub are you the most proud of? For me, pride comes when you know your work makes a positive impact, that it changes lives in some small way, that it makes a difference. Chefclub was created to bring joy and fun into family life

through the kitchen, and it has succeeded. The enjoyment our followers get from our channels is very concrete, very tangible. Specifically in the kids’ area, we see how younger and younger children have become both interested in and better at cooking, thanks to our videos and our innovative products. Heathly eating is now a societal issue and cooking has become a way to educate and inspire the little ones, and I’m proud to say that we

are contributing to this cause by offering inspiring and entertaining content and products. I am really proud of our consumer product achievements such as the huge range of cookware developed with Tefal – the largest cookware brand in the world. On a more personal level, it has been so satisfying to join a young digital startup and see what we have achieved in the span of three years, it has been phenomenal. It is a source of great pride that in just a few short years we have transformed a small, entirely digital brand into a physical one, that people enjoy in real life, in their homes and kitchens, through experiences, books, activities, consumer products, and soon in an animated series. What will the next five years of Chefclub look like? It is going to be a very exciting time at Chefclub as we have very high ambitions and growth plans for the next five years. We will capitalize on our digital expertise to diversify the type of formats we produce in order to distribute Chefclub programs on any and all types of media: AVOD, new media, linear, and even yetto-be developed media. We will have our own Chefclub Friends series up and running and we trust that it will engage our audience, create new ones and drive tremendous opportunities. We will amplify our online presence by extending our geographical markets and the amount of content we produce. We will also expand our presence offline in order to surprise and entertain our audience in many different ways, through new innovative products, pop-ups, experiential events, and other unforgettable experiences. The cooking revolution is here to stay!





Sustainability and social responsibility in children’s entertainment For 15 years TeamTO has built a reputation as one of Europe’s most innovative animation powerhouses, a trailblazer in social and environmental responsibility. The founders Guillaume Hellouin and Corinne Kouper answered LM’s questions on these important topics. in hardware obsolescence, and also by making daily micro choices: reusable cups, biking to work, electric cars, going paperless. In terms of social responsibility by ensuring gender parity behind and on screen; creating opportunities for underprivileged communities; and supporting initiatives that address these subjects nationally and within the industry.

Corinne Kouper The leading animation studio TeamTO has also been a trailblazer in social and environmental responsibility. Since 2005, it has implemented corporate protocols to lessen its impact on the environment and promote social parity. In 2010 they even received UNESCO recognition for creating the first carbon footprint calculator for Plankton Invasion – an animated satire on global warming. LM interviewed Guillaume Hellouin, President and CEO, Co-founder, TeamTO and Corinne Kouper, SVP Production and Development, Co-founder, TeamTO to learn more about their important social and sustainable initiatives. Green issues and social responsibility have become increasingly urgent. What does it mean for you? Making an impact on the environment and people. First, by reducing our carbon footprint in energy consumption and

Your new studio will be one of the most sustainable in the world, can you share some details? For years we have experimented with how to offset the energy production consumes: using heat from servers to warm a swimming pool, using low-energy, dual-flow ventilation and 100% renewable energy, extending the use of computers in render farms. Our new studio will have cutting-edge technologies to reduce our carbon footprint by 63%. Green areas are designed to require minimal water while including bird & insect ecosystems and commuting distances of our employees were mapped to choose the most travelefficient. We want to share our experience on an open-source basis. Tell us about your initiatives for gender equality. TeamTO has a 50/50 split of women and men, and we avoid gender stereotyping in our shows (for example Jade Armor stars a female martial-arts-loving teenage heroine). Corinne is Co-President of Les Femmes s’Animent, which supports programs promoting women, such as

Guillaume Hellouin Parcours de Femmes, mentoring twelve women from France and Africa to develop a short film project. Working with industry and government leaders, LFA educates students and the industry about discrimination and harassment through workshops and marketing. In 2018 you launched ECAS, a free animation training program. What was the objective? To provide a path into our industry for people who could not afford tuition and were chosen solely for their talent. Many people from diverse backgrounds, but without financial means, have entered an exciting new career that otherwise would have been out of reach. The program has been a great success, increasing the talent pool in French animation in number, quality and diversity: 90 candidates have graduated so far, a fourth class of 30 students is in session, and a new course on storyboarding with Canada’s House of Cool just launched in November last year. What are your hopes for the future on this subject? Our industry can have a huge, positive effect on the environment, diversity and social parity, both in the way we represent people and issues in our stories, and by how we manage our own companies. By making our years of experience and R&D open-source, we hope they will make an impact on the industry at large as well.






LEOLANDIA STARTS WITH BRANDED CONTENT MARKETING AND ADDS NEW IP PROJECTS Leolandia is the first theme park in Italy to bet on licensing agreements with international entertainment majors and, on the occasion of its 2022 season, has announced a series of projects that will mark new ways of using IPs in amusement parks.

performers will include singers, dancers and acrobats, supported by a team of costume designers, set designers and choreographers year-round. There are nine shows in total, including a musical set in the Leo Arena and shows based on licensed Ips including the mini live show of Bing and Flop, exclusively at Leolandia, the Miraculous with Ladybug and Chat Noir acrobatic show, and the highly anticipated debut of the new adventures of Masha and the Bear in the Forest Theater. David Tommaso, Marketing and Sales Director of Leolandia commented: “After two years of intermittent openings On 12 March Leolandia, which every year welcomes an average of 1.2 million visitors, reopened its doors to a realm of magic on the outskirts of Milan, immersed in the greenery of the Bergamo area. With over 40 attractions and rides, 160 Minitalia monuments, a farm, an aquarium and a reptile house, Leolandia is an international frame of reference in the field of entertainment for families with young children. Live shows are also very important in Leolandia. Lots of events will mark the highlights of the season such as Easter and the beginning of summer. As early as March, visitors can discover a series of new attractions, starting with a slate of shows produced by the park with a cast of over 30 international performers. The


dictated by the pandemic and by rather rigid restrictions on our industry, we are looking forward to recovering a large part of lost ground in 2022. Immediate improvements to the park will ensure we return to 2019 levels by 2023. Our strategy will continue to be focused on the content and services we offer to our dedicated target (families with children), concentrating in particular on the importance of content in the marketing process and in a new approach to our IPs. The Leolandia characters will no longer just serve as the stars of shows, meet & greet and photo opportunities, but will also become active subjects who interact with park visitors within our fantastic

storytelling. For now we cannot reveal the details,” continues Tommaso “but, as our advertising campaign and jingle claims, Leolandia is a fantasy world that really exists. This is a paradigm that we will bring not only to the park but also to social networks, giving our young and older fans the opportunity to increase their interaction with the brand and its storytelling. In fact, we are planning to launch original content which will involve all the characters, ours from Leolandia, such as Leo and Mia, as well as our licensed IPs.” Finally, many services and products are already available to enhance a day

Leolandia is the most popular park in Italy. It is the number one attraction on Tripadvisor and the only Italian park to rank among the 25 most popular in Europe. Set in a large green area 30 minutes from Milan, with different themed areas and countless attractions for all ages, Leolandia is the ideal destination to spend a day of family fun and a place where children’s dreams come to life. Kids can meet PJ Masks - Superpjamas live in the brand new PJ Masks City; travel around the park aboard the sparkling blue wagons of the Thomas Train; discover the forest of the friendly duo Masha and the Bear; have fun with the characters of the hit animated series Miraculous™, the Stories of Ladybug and Chat Noir; and watch the exclusive mini-live show starring the beloved characters Bing and Flop, from the hugely popular, award-winning TV series. And finally, to add a little more excitement to life, there are the park’s original shows with international dancers and acrobats, pirate and cowboy adventures, itinerant animations and rides; reckless pirate ships; crazy Western trains; adrenaline-pumping cannons; and incredible flying machines. And for anyone who loves to discover, you can also visit the Animal Farm and the historic Minitalia for a trip around our peninsula with 160 perfectly reproduced miniature monuments. On the earlier you buy, the less you spend!

at Leolandia, such as special tickets and exclusive experiences, which are accompanied by interesting commercial promotions that double the fun, offering a free entrance for every ticket purchased online or at the park.




WONDERZ “We are delighted to be working with Wonderz. Our new, customisable app is the obvious route for us to build on our existing digital distribution success by offering quality kids content directly to our intended audiences in multiple languages”


- Helen Howells -

Following their stellar digital development work in 2021 together with Warner Media EMEA, Skyship Entertainment and most recently Carlsen Verlag, Wonderz has now signed up a new trio of clients to use their multimedia publishing platform, WunderBox.

Cloud Babies © HoHo entertainment

HoHo Entertainment (UK), Epic Story Media (Canada) and Janosch film & medien AG (Germany) are all now on board to diversify their content offering using the service. In a noticeable post-pandemic uptick that has tasked media companies to search for new and satisfying content delivery channels, this new trio marks a major step forward for the next stage growth of Wonderz. Helen Howells, co-managing director at HoHo Entertainment stated:

“We are delighted to be working with Wonderz. Our new, customisable app is the obvious route for us to build on our existing digital distribution success by offering quality kids content directly to our intended audiences in multiple languages. We’ll be announcing further details about the app launch later this year”. Sebastian Wehner, CEO of Wonderz, added: “Here at Wonderz, we work to provide the best service and support for our clients, which begins in earnest on the first days of work together. I am delighted to welcome

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three new and diverse companies to the fold and for our team to enable them to deliver their family entertainment content directly to their consumers. We are proud that our WunderBox software service and the success of our initial clients has led to more industry leaders joining us”. Wonderz will be heading to the first in person Bologna Children’s Bookfair for two years and expects to announce a further series of clients to the platform very soon. Finally, the company is looking forward to announcing a number of new software features coming in the spring including : Amazon Fire tablet support, a view report for analytics, special client support services including performance marketing and a business case calculator for costing out ROI for clients.

“Here at Wonderz, we work to provide the best service and support for our clients, which begins in earnest on the first days of work together.” - Sebastian Wehner -




TfL, a brand for every one TSBA - The Sports and Brands Licensing Agency - is based in the UK, and represents major sporting and heritage brands on an international basis, including The Open, the National Portrait Gallery and Transport for London (TfL). LM interviewed Jo Edwards, Head of Global Licensing, TSBA Group, to know more about the upcoming developments of the TfL brand. TfL x Gresham Blake Collection by Gresham Blake and graphics have seen interest grow in the fast fashion categories for multiterritory distribution.

TfL Puzzle and Games Collection by Gibsons Games Tell us about the great strategy for TRANSPORT FOR LONDON. We have grown the TfL licensing programme to a roster of over 60 licensees across multiple product categories and territories. TfL’s famous range of assets, including the roundel, tube map, moquette seat patterns and poster archive with over 5,000 assets, provides the versatility to create products for distribution channels from souvenir to high-end retail. Brand collaborations are an important part of the licensing programme, as illustrated by the recent apparel collaborations with UK fashion designer Gresham Blake, and with adidas x Arsenal FC for this season’s warm-up kit. How does the TfL brand resonate outside the UK market? TfL is one of the most recognised heritage brands world-wide and is synonymous with London; it is quite simply “the” London brand. Products have ranged

from pre-school accessories in Japan to swimwear in Australia. New trend packs launched in 2021 featuring abstract prints

London Underground Electric Train Set Expansion Pack by The London Toy Company

Why - according to you - children are a good target for this brand, and/or if it is rather for families? TfL is a brand for everyone; it transcends ages and demographics. Transport is central to the brand, particularly trains and buses, which are an evergreen in the children’s space. Recent products include an electric train set and plush from The London Toy Company and a range of puzzles and games from Gibsons Games. Other products, including a board game from University Games and the TfL Quiz Book published by Ebury Press, are targeted at the family market allowing multi-generations to experience the brand. What are the next plans for TfL? In 2021 we launched an updated core style guide and four new trend packs which draw on many of TfL’s iconic assets. This has allowed the licensing programme to expand further into categories such as homeware and well-being. The Elizabeth Line, London’s newest train line, will open later this year which will add new purplecoloured assets to TfL and see the launch of a targeted product range. A full children’s strategy is also being developed to expand on the success current licensees have seen in this sector. It’s an exciting time for the brand and we are looking forward to new product announcements in the coming months.




The importance of sustainable toys By Rossella Arena For the Toy industry 2022 has seen a revival of the desire to create a better world, including through the promotion of environmentally friendly toys. Here is the latest news on some brands focused on sustainability. to explain topics such as the environment and climate, and to raise children’s awareness of environmental issues. Here is the latest news from brands that have made sustainable choices: Tikiri is the first natural rubber toy brand in the world to have obtained the Global Organic Latex Standard (GOLS) certification, which certifies the use of 100% natural rubber, in compliance with all manufacturing standards. All of Tikiri’s delightful toys are non-toxic, free of BPA, phthalates and PVC, and are painted with 100% natural colors. Great attention is given to packaging which uses recycled paper and soy ink. Furthermore, the fabrics used are certified Garments Lionel the Lion by Tikiri

Tara the Duck by Tikiri Sustainability will be one of the key trends for toys in 2022 according to the Toy Association. Spielwarenmesse has named it the megatrend of the year, dedicating it to the Toys go Green area which, following the cancellation of the physical fair, has continued to be promoted online with various insights on the subject. A toy can be considered “ecological” for several different reasons. For example, depending on the raw materials they are made from, such as wood, corn, rubber, bamboo, wool and cork – or if they are made with renewable raw materials, such as bio-based plastics. New games can be brought to life by reusing objects through upcycling, and the game can then be used

without Guilt, coming from ethical working conditions in an environment free of child labor, exploitation or discrimination of any kind. The stars of the magical world of Tikiri are the animals. In the Ocean Buddies, My First Arctic, Safari and Farm Animals collections, designed for babies and children, there are rattles, teether and bath toys. Perfect toys to be nibbled relieving the discomfort of teething, and stimulate the auditory, tactile and visual curiosity of children, entertaining them both during bath time and on the beach. The brand new Classics collection has already conquered young and old alike with its 100% pure organic cotton puppets. Hank the hippo, Lionel the lion and Gerald the giraffe are very soft, perfect for hugging. Melissa & Doug designs all of their toys in their Connecticut offices, creating each prototype by hand. Their 100% wood products have had great success becoming the number 1 brand of choice for nursery schools. For this American brand it is essential to recycle and reuse wood; it is also actively engaged in reforestation, thanks to its partnership with One Tree

Wooden Latches Board by Melissa & Doug


from Malaysian Hevea trees and with kidfriendly food colors, they are also easy to clean. The collections offer a wide range of toys with different shapes and colors: fruit, animals, geometric figures, boats, cars, ducks, balls, etc. Inspired by original designs from the sixties and seventies, they are available in cool, bright, monochromatic colors and in muted natural tones. The new Chewy To Go! Collection offers a new concept for chew toys for babies. They are designed to be used as a mini gum massager to take anywhere! Also created with 100% natural rubber from Hevea trees, they have an ergonomic shape that makes them perfect for holding and chewing.

Geostacker by Melissa & Doug Planted. Young ones will learn by playing with the Latches Wooden Activity Board; the Kitchen Play Set with its colorful fruit and food; the Animal Rescue Truc; the Cleaning Set; the Creative Craft Sets with beads, ribbons and accessories; the musical puzzles; and the irreplaceable Water Wow, magic cards with refillable water pens, in many variations! Oli & Carol produces handcrafted toys that are safe to chew, beautiful to look at and fun for a bath in the tub, by the sea or by the pool. Made from pure latex Natural rubber toys by Oli&Carol

Nut-shaped teether by OIi&Carol

Bread and Butter Toaster by Melissa & Doug

Quercetti has created Migoga Junior Bio, which combines the wonder of marble runs with love and respect for the environment, built with exclusive bioplastic made of 40% wood fiber from certified forests. The natural tone colors of this toy are relaxing and enhance the tactile experience of this particular material. The track is designed for a slow descent,

Migoga Junior Play Bio by Quercetti




with materials from controlled organic sources. The company’s products are manufactured in its own facility in Sri Lanka, certified to ISO 9001, and regularly audited by the Business Social Compliance Initiative (BSCI). The various sustainable materials train the baby’s senses in a fun way, and the special shape of the book invites little hands to grab and flip through it. It also has tie-down cords for use at

Migoga Junior Play Bio by Quercetti

Soft Book Elephant fehnNatur

so that young kids can easily follow the path of the large balls provided. In Migoga Junior Bio all the elements are very large and multi-colored making them immediately recognizable.

home and on the go.

Puzzle Colmena by Cocoletes

Binabo by TicToys is a construction game with lots of pieces and infinite possibilities. A simple click of the pieces creates not only sturdy balls but also infinite variations of the toy. It is made of Arboblend®, a flexible biomaterial consisting of sugar and wood fiber, 100% natural, and produced entirely in Germany.

A Toy Industry Round Table on LinkedIn

Puzzle Colmena by Cocoletes Cocoletes, specializing in the production of wooden toys, created Colmena, a twolevel puzzle that recreates a beehive. The first layer depicts the environment in which the bees live, and the second shows the interior of the hive. The pieces come from various types of wood (oak, juniper, beech...), sawn and sanded by hand, which make it a valued and unique toy. The packaging is 100% sustainable, the product is FSC® certified, and only clean energy from 100% renewable sources is used for the production of the materials. Gemar SRL is proud to announce that its new range of balloons is 100% FSC® certified. This means that all the materials used to produce both the balloons and the packaging come from sustainably managed forests. Fehn’s Soft Book fehnNATUR is a children’s book in 100% organic cotton,

Knowing that big fairs such as the NY Toyfair and the Spielwarenmesse in Nuremberg would not be held this year prompted some experts in the sector to organize a Toy Industry Round Table on Linkedin on February 7, 2022, to take stock of the situation and discuss ideas. During the direct webinar, great importance was given to ecological toys, considered the future of the industry. The organizers were Malte Niebelschuetz, CEO Shore Buddies, who in 2014 made the first plush in the world made from 100% recycled plastic bottles, and Arco De Leeuw, CEO Fun2Give, who owns the brands Pop it Up, Re-CycleMe, Retr-Oh! and Green Warriors, ecological kids brands that have a positive impact on children and their worldview. During the meeting, some current challenges were discussed, such as unsold products (for Fun2Give they are 20-30%). Many participants found it challenging to replace live fairs with virtual ones due to the complication of seeing so many assets online all together, while managing schedules, especially for companies with different time zones. But the industry continues to work on optimizing digital fairs more and more, recognizing that at least a hybrid model will become a permanent thing. And from a sustainability perspective, it is certain that virtual fairs reduce their carbon footprint.


Soft Book Elephant fehnNatur Campaign Barbie Loves the Ocean by Mattel Animal Friends from Fischertechnik GmbH is a construction kit with spare parts made of bio-polyamide, at least 50% of which come from renewable raw materials. The packaging and instructions also use recycled materials. The spare parts can be reused for several generations. They are now, for the first time, being manufactured using at least 50% renewable raw materials. Also from the same company, Green Energy is a construction kit available in 14 models which allows you to explore different forms of reusable energy in a fun way. Manufacturers consider it relevant to the training of the scientists of tomorrow to understand what exactly is going on and how they can best use energy. By illustrating possible combinations of energy forms, as in the ecological house model, children learn about energy supplies of the future. Barbie® Loves the Ocean by Mattel is a toy range in which each of the dolls sport elegant summer dresses and sunglasses, made with recycled plastic, a great and colorful gift for ages 3-7.

UNO Nothin’ But Paper by Mattel

UNO Nothin ‘But Paper is a 100% recyclable special edition of the famous game. The cellophane that wraps the deck has been replaced by paper to make it environmentally friendly, and the entire

Game Ecologic Memory - Eating in Season by Adventerra Games

deck and its packaging can be recycled. The soy-based ink used for these papers produces rich, natural and non-toxic colors. Everything else reflects the classic UNO® game.

The Eco-Friendly Finger-Painting Set, by SES Nederland BV, uses natural ingredients, and is made in the Netherlands. The containers are recyclable or reusable. The roll of recycled paper and the apron (made from 100% recycled PET bottles), are what makes this set special. The packaging is recycled cardboard and the production of all SES products is CO2 neutral.

Hungry Bins by Adventerra Games

Eating in Season & Hungry Bins by Adventerra Games are original and fun concentration games. Eating in Season teaches players how to eat healthy and help the environment by choosing seasonal products. Hungry Bins is a grading game that introduces recycling and composting. Children discover different types of materials and learn to recognize their respective collection containers. The products are made with recyclable and recycled materials and have FSC® certification. There is no trace of plastic, and vegan inks are used for printing.

Barbie Loves the Ocean by Mattel





Manga, Anime & Toys By Alessandra Maccaferri Properties related to manga and anime are a sure bet for success, in particular for the Toy sector. Here is some of the latest news. Manga, and in particullar the anime that derives from it, is an increasingly significant and acclaimed part of the entertainment industry. For this reason it can easily develop into products across different categories, with toys being the standout category. Here is some of the latest news. Bandai is a leading producer of anime and manga-inspired toys. One of their best known collections is Anime Heroes, action figures based on leading characters from the most popular anime, that are constantly being enhanced. The line received a Toy of the Year (TOTY) nomination in 2021 and has since grown in popularity. In recent months new pieces have been added representing characters from Naruto and One Piece: 16.5 cm action figures with over 16 points of articulation. New upcoming characters include Shanks and Portgas D. Ace from One Piece, Naruto Six Paths Sage Mode and Sakura Haruno. In tandem with the 2022 release of Dragon Ball Super: Super Hero, Bandai will release action figures related to characters in the upcoming film. The releases will be handled by Bandai

Gamma #2 figure by Bandai Spirits, a division of the traditional Bandai toy line which focuses more on an adult audience and collectibles, including the Masterlise line. The different figures have a unique style and depict the characters of Piccolo, Gohan, Vegeta, Goku, Gamma # 1, Gamma # 2, Shenron and Pan. The eight figures range between 9 and 40 cm and are scheduled to be released at the end of May 2022.

Gohan figure by Bandai

Shanks One Piece - Anime Heroes by Bandai

For Sanrio’s famous brand Sailor Moon, 2022 is a very special year as it marks the 30th anniversary of its creation. An illustration of Sailor Moon Eternal is being used as the anniversary logo, and

Sailor Moon Plush Set

several partnerships and initiatives are being executed on the occasion of this important event. Sanrio has “twinned” characters from Sailor Moon with characters from the Hello Kitty series by making them wear cute matching outfits. Sanrio designers have developed illustrations that reflect the theme of “dreams” and “hope,” appreciated by all fans of the series. Starting March 4, Universal Studios Japan will promote the sale of a new batch of merchandising simultaneously with the release of Pretty Guardians Sailor Moon The Miracle 4-D-Moon Palace Chapter Deluxe. One of the main promotions related to the anniversary will be the opportunity to visit a museum with an exhibition that follows the history of the series and displays extracts from the manga, anime, musicals, merchandising and more. The activities and dedicated visits will take place over the course of 2022 in Japan and will be available for a limited period of time. 2022 will also be a year of celebrations for the historic studio Tatsunoko Productions (Superauto Mach 5, Kyashan - the Android Boy, Gatchaman, The Time Machines…). The company will turn 60 on 19 October 2022 and has planned to celebrate with the launch of merchandise based on 60 of its characters. With this objective, designer Kunio Okawara has worked on a revision of the iconic Yatta


Can, one of the combat vehicles featured in the anime series Yattaman, which will provide the inspiration for a model kit produced by Kotobukiya in 2022. Other important promotions will take place in the months preceding the anniversary. For example, a pop-up store has opened in the Seibu Shibuya department store in Tokyo in which fans can purchase limited edition merchandise, including a soft vinyl Rieko figure and Fairytale x The Genie Family from the Ribonchan line. Tatsunoko is also organizing a joint campaign with TV Kanagawa, which is celebrating its own 50th anniversary, to conduct a poll of its

discovers that this family has a big secret: if a member is hugged by people of the opposite sex, they transform into one of the animals of the Chinese zodiac! In the wake of the anime’s boom, many goods and toys have followed, for example: Kotobukiya created action figures of the protagonists, Funko made collectible vinyl figures and Great Eastern Entertainment manages soft toys. In February 2022, the animated film Fruits Basket - Prelude was released. The film covers plots not in the anime, such as the life stories of Tohru ‘s parents, Kyoko and Katsuya, as well as some events from the end of the anime.

Tohru by Funko

viewers. The top-rated series selected by the viewers will air in the anime’s Sunday time slot from April 2022, while the five runner-up series will air in the nostalgic anime time slot from December 2021 to March 2022. Manga website Comiplex will manage the 60th Tatsunoko manga. Anthology with a unique interpretations of various mangaka of Tatsunoko’s anime works. Among the artists who will participate are Tatsuma Ejiri (P2! - Let’s Play Pingpong !, Infini -T Force: Arc to the Future) and Takashi Kurihara ( Tsunobyō ).

Fruits Basket has had a strong response as a manga and became an anime in 2019. In 2021 the property has seen a blossoming of its success, and in 2022 it is continuing its development. What is the anime about? Tohru Honda thought her life was doomed to bad luck when, due to a family tragedy, she ended up living in a tent. But her small home is discovered by the mysterious Soma clan, and she suddenly finds herself living with Yuki, Kyo and Shigure Soma. However, she quickly

Fruits Basket - Prelude

Kyo Soma figure by Kotobukiya





Cartoon Movie 2022, between emotions and magic By Rossella Arena The 2022 edition of Cartoon Movie welcomes new animated films from all over Europe from March 8-10 in Bordeaux. Here is a selection of the most interesting projects, both in terms of licensing potential, and in terms of characters and storylines. The 2022 edition of Cartoon Movie (March 8-10, Bordeaux) presents 57 feature film projects, comprising 77 hours of animation and a collective budget of €266.3 million. 33% of the films are at concept stage, 41% in development, 14% in production and 12% in preview. A large percentage are aimed at families (49%), many target young adults (37%), and a smaller portion target children (12%) and teenagers (2%). Many feature magical and dreamlike elements, and highly emotional storylines. Projects come from all over Europe and some have returned to the event to showcase a further stage of development, such as The Amazing Maurice and Starseed. This year Cartoon Movie has chosen to celebrate the Nordic countries, with eight films from Norway, such as Just Super and Magical Friends, as well as projects from Finland, Iceland and Sweden. To encourage international co-production from an early stage, Cartoon is sponsoring the Eurimages Co-production Development Award with the Eurimages Fund of the Council of Europe, a cash prize of €20,000. The eight candidates include Flow, Starseed, Trip to Teulada, and


Magical Friends

Young Vincent. Following is a selection of the most interesting projects in terms of their licensing potential, storylines and characters, in order of their development stage.


Magical Friends

Among the children’s film concepts, Dreamworld (2D, 80’), produced by Prime Render (Croatia) stands out. The film follows a group of young people who are desperately and unsuccessfully trying to establish themselves in the world of social media. To escape a reality of failure and bullying, they use a lucid dreaming technique to open the door to

Fleur Dreamworld, a hidden world inhabited by magical creatures. Magical Friends (2D & Cut-Out, 80’), produced by Norway’s Ulvenfilm and Kool Produktion, tells the story of little Anna and her unusual friends, magical creatures from Norwegian folklore: water spirits, trolls, elves, Fossegrim... Producer Frank Mosvold said: “We see great potential


young woman who comes of age as she discovers her talent as a lyricist and singer. Always looking to open his feature films to a wider family audience, his new film will have great opportunities to obtain licenses because it has talking animals as characters and takes place in quaint Belle Epoque Paris. Forest (3D & live action, 90’) is produced by Al One (Italy). The young twelve-year-old mushroom, Fey, sets off with resourcefulness on an adventure in search of the legendary Firefighters, who are no longer what they used to be... Then there are characters like Farmingtonk, an initially scary sixteen-year-old mushroom, and the little Coriander spore. Forest

Forest in the story of Natalia M Bratli. Magical Friends, has a unique visual style, which will lend itself superbly to books and print products. By participating in Cartoon Movie we are looking for licensing partners with our same vision”. Director Natalia Malykhina Bratli added: “Magical Friends should be published as a colorful illustration book. We also see excellent resources for the digital development of the universe both as games and as interactive books”. Among the projects for a family audience is DinoGames (3D, 80’), produced by Dr. Platypus & Ms. Wombat (Spain). Two brothers Codi and Vera and their group of friends are transported in flesh and blood to the DinoGames Metaverse. The IP includes an amazing series of DinoPets, digital fantasy animals that

Liva and the imperfects

have adventures with Codi, Vera and all DinoGames players. There are also the DarkSaurios, evil creatures that represent the dark side of the DinoPets. The character design is made by the legendary Grangel Studios (Corpse Bride, Madagascar, Hotel Transylvania …) and, in terms of merchandising, it focuses on the collectible nature of fantasy creatures, an excellent starting point for an NFT marketing strategy. Furthermore, interactive content such as video games or apps are a natural evolution of the story itself that takes place within the video game/metaverse. Another project is Fleur (2D, 80’), produced by Maybe Movies (France). Fleur is the third film by award-winning French director Rémi Chayé which tells the story of a

is ideal for cross-media, so much so that already in this initial phase, the 3D characters and assets have been built to be used in different media, such as the videogame currently being designed, as well as any possible licensing based on the development of the characters. Comic books, app games, video games, advertising, merchandising, exhibitions are on the program (as with the previous animated film TRASH, by Al One). Liva and the Imperfects (80’, 2D & 3D), produced by Copenhagen Bombay (Denmark), is set in a futuristic and strangely perfect world, where all pets are produced at the Pet Perfect Factory. The Liva giraffe, having been born with a short neck, is discarded with the trash; he then decides to escape with a band of Imperfects, to find a new safe animal paradise. The fugitives are joined by Minty, an orphan forced by her uncle to always be perfect. Possible licensing developments are foreseen in the music, toy and educational categories.




In Development

Flow (75’, 3D) produced by Dream Well (Latvia), Sacrebleu Productions (France), CINÉ-LITTÉ Productions (Germany) is one of the family projects. After a terrible flood devastates the world, a stubborn and individualistic cat is forced to share a boat with a group of other animals. With them he learns to cooperate and understand how to act as a leader. Among other characters, the Capybara is a creature that does not care much about

Trip to Teulada

Flow hygiene but is really selfless. The Retriever is a playful dog who gets attached to other animals and needs to learn to be more independent. Starseed (75’, 3D) is produced by Special Touch Studios (France) and Aparte (Romania). Currently the team is in the writing and preparation phase for the animatic and the teaser. In terms of production, they are looking for financing partners, distributors and TV presales. The protagonist of the film, Loveness, is a rather “unusual” African girl born with

albinism, who lives under the constant fear of death due to the miraculous power attributed to her blood. Another important character is her mother Grace, a young woman in her 20’s, who tries to hide the dangers from Loveness and solve all the problems. Young Vincent (80’, 2D) is produced by Submarine (Holland) and Tchack (France). Young Vincent struggles to follow the rules and prefers to wander around nature, alone or with his brother Theo. They send him to boarding school. where he finds solace in the world of his imagination and writes long illustrated letters to Theo, until he can get home. For a young adult audience, Trip to Teulada (75’, 2D & Drawing), is produced by Isla Productions and 2d3D Animations (France), and Mommotty (Italy). Assunta, an 80-year-old woman, collapses from exhaustion. She is saved by her neighbor Fatima, a Syrian teenager. When the old woman regains consciousness, she makes Porcelain Birds

a strange discovery: her apartment is now invaded by the people who lived in her childhood village in Sardinia. She then relives the ups and downs of her youth, when NATO decided to establish one of the largest military maneuvers in her little paradise, forcing the residents to flee. The protagonist has a gruff personality, while as a young woman she is combative and curious, until the war begins. Fatima is an impatient and rebellious girl and has a bad relationship with her mother, but meeting Assunta will help her find a new balance. Porcelain Birds (90’, 3D & Stop-Motion), by Miyu Productions (France), has notable characters. Kayo is a Japanese high school student who moves to America in search of greater freedom of expression. The film’s design is influenced by the Harajyuku style of the 90s, in which bright colors and patterns are freely layered. Ostrich-san is Kayo’s closest friend, an ostrich who offers her wisdom and shares with her a Shinto respect for nature and objects.



the Spirit (80’), produced by nutprodukce (Czech Republic), nutprodukcia (Slovakia), Filmfabriq (Hungary), is made with Puppet Animation. Tony, “luminous” from birth, investigates to find out who is behind the dark cracks that suck all kinds of light. All this with the help of a strange girl, Shelly, who will also allow him to get to know himself better.

In Production Among the projects in production, there are four exciting films for the whole family. Diplodocus (90’, 3D & live action), produced by Human Ark and TVP (Poland), and PFX (Czech Republic), is inspired by the bestselling comics by Tadeusz Baranowski. Diplodocus is a curious little dinosaur who dreams of great adventure and of finding new friends. Unfortunately, he lives in a boring prehistoric swamp, with overprotective parents. Diplodocus does not yet know that he is actually inside a comic created by Ted, an insecure artist who dreams of success, and that his life is destined to change soon. Diplodocus is an already well-known brand, with

Diplodocus great potential for merchandising, and its producers are ready to make not only the film, but an entire universe that concerns it. Other characters include a self-centered magician who becomes selfless, a laboratory manager who needs to relax and a confused scientist in search of simplicity. Delivery is scheduled for Q4 2023. Just Super (80’, 3D) is produced by Qvisten Animation. It will be released in September 2022, starting in Norway. The 11 year old Hedvig, a gaming enthusiast, faces many daily difficulties: she is dyslexic, motherless and has a difficult relationship with her father. Her life is shattered, when she is forced to replace her dad as the superhero of the city. Director Ramus A. Sivertsen said he is happy to be able to work on an original IP, talking about important

and current topics, but always with humor. The character designer is Carter Goodrich, known for Ratatouille, Coco, Despicable Me…, who creates interesting characters with a design that reflects their flaws. As for the merchandising, they are making a book for ages six and up with the Norwegian publisher Vigmostad & Bjørke, based on the script, and are also in dialogue with several partners. The Amazing Maurice (85’, 3D), based on Terry Pratchett’s book The Amazing Maurice and His Educated Rodents is produced by Ulysses Filmproduktion (Germany) and Cantilever Media (UK). It has the backing of Sky Cinema and a stellar cast of character voices, with actors such as Emilia Clarke and Hugh Laurie. It has been sold in much of Europe and also in Vietnam and Uzbekistan. Tony, Shelly and

In Sneak Preview Among the preview projects, there is the children’s film Yuku and the Flower of the Himalayas (65’, 2D and 3D), co-produced between France, Switzerland and Belgium. Yuku is a young mouse who lives with her family in the cellar of a castle but in an attempt to save her dying grandmother, she sets out on a journey in search of the Himalayan flower, which gives eternal life.




Winners of the 2022 Bologna Ragazzi Award By Rossella Arena The Bologna Ragazzi Award (BRAW), an important international recognition by the Bologna Children’s Bookfair, rewards the best books for children and young people published all over the world. The award, which this year included 2,215 titles from 62 countries and regions, is not only a significant editorial honor, but also a unique business opportunity and a useful tool for anticipating new international trends. The influence of the pandemic is noticeable in the award-winning books, both in terms of atmosphere and subject matters. Children are mainly seen outdoors with a focus on the caring relationship between generations, which also address big questions about death, suffering, and environmental responsibility. Language is valued, especially in non-fiction texts. The growth in comics continues, especially for young readers, as well as poetry. The Braw Amazing Bookshelf will also be at the fair, with a selection of the 100 best books nominated for the award. Following are a selection of the winners and special mentions for each category of the 2022 edition.


The winner is À qui Appartiennent les Nuages? by Mario Brassard and Gerard DuBois (Les Éditions de la Pastèque, Canada, 2021). It is a war story told through the voice of a nine-year-old girl who moves between dreams and reality. A courageous and visionary story, which shows the cruelty of war but also the hope of survival. The images create a poetic atmosphere and depict the crossover of the fleeting boundaries between reality and imagination.

Fechamos by Gilles Baume Régis Lejonc (Les Éditions des Éléphants, France, 2020) is a powerful book which addresses the need to take care of cultural heritage. When a museum closes due to lack of funds, the custodian Edson Arantes chooses to entrust its treasures (a sarcophagus, a collection of butterflies...) to people who appreciate them and who will exhibit them on the street.

Non Fiction

The winner is Monstres Sacrés: Voyage au Cœur des Volcans by Julie Roberge, illustrated by Aless MC (Les Éditions de la

¿Qué tiene un bosque? Three other books received a special mention. ¿Qué tiene un bosque? by Yael Frankel (Claraboya Ediciones, Chile, 2021), a hardcover that invites you into a forest of colored dots and thin black strokes. On each page, young readers encounter tiny woodland creatures, presented in a clever combination of text and design. Fechamos - inside

that expertly uses a variety of techniques (pastels, collages, watercolors...), through which we see the laughter of children, games with water, thunderstorms. There is also the option to read while listening to Vivaldi’s Estate with a QR code.

Summer (BIR Publishing Co., Ltd., South Korea, 2021) by Suzy Lee, is a silent book


Opera Prima & New Horizons

For the Opera Prima category, this year’s winning title is Les Reflets d’Hariett by Marion Kadi (L’Agrume, France, 2021). The book is a work on personal growth that follows the evolution of the protagonist’s leonine soul, with a strong visual impact using a palette of warm and vivid colors and excellent designs.

Para que serve - inside Pastèque, Canada, 2021). The book takes us from Pompeii to Yellowstone National Park, with texts written by a scientist with instructive illustrations. In addition to the scientific aspect, the volume also collects information on mythology and curiosities related to volcanoes, making the presentation of the topic even richer. A special mention for the Non-Fiction category was awarded to Para que Serve? by José Maria Vieira and Madalena Matoso (Planeta Tangerina, Portugal, 2020), a book that, under the guise of a manual and with light humor, hides a philosophical reflection on the why of objects. The illustrations are basic but very evocative.

A special mention goes to Fluidoteca by Berta Páramo (Litera libros, Spain, 2021), a book dedicated to bodily fluids, created with a lot of humor and a unique graphic design combining encyclopedic pages with more abstract elements.

Father’s big hands Des Trucs Comme ci, des Trucs Comme ça by Bernadette Gervais (Éditions des Grandes Personnes, France, 2021) also received a mention. The book features a gallery of objects illustrated in a realistic style, organized under simple phrases or titles in logical and poetic categories. The book invites us to look for links and relationships between unrelated spheres.

Des trucs comme ci, des trucs comme ça - inside

Among the Non-Fiction mentions is Father’s Big Hands by Choi Deok-Kyu (YUN Edition, South Korea, 2020), a wordless book about love and the caring relationship between father and son. The author’s sensitivity is expressed in the patterns, composition and rhythm of the pages. Two stories run in parallel, as the protagonist takes care of both his son and his elderly father.

The other mention is for Det var en gång och blir så mycket mer (Lilla Piratförlaget, Sweden, 2021), an artistic book, between poetry and paper collage. The author asks big questions, taking readers on a journey of thousands of years, from the beginnings of earth to the present day, and then invites them into the future.

Fluidoteca - detail




using mostly grays and reds. Sagan um Skarphéðin Dungal sem setti fram nýjar kenningar um eðli alheimsins by Hjörleifur Hjartarson, illustrated by Rán Flygenring (Angústúra, Iceland, 2018) also received a mention. The book impresses with its impactful graphics in fluorescent orange, black and gray. The book also captures analogies to classic fairy tales that older readers will understand with humorous narrative verses and hilarious illustrations. Another work with a special mention is Vom Flaniern und Weltspaziern by Elisabeth Steinkellner, illustrated by Michael Roher (Tyrolia-Verlag, Austria, 2018), full of wordplays inspired by Dadaist poets and Apollinaire’s calligrams. The texts are animated by Michael Roher’s Laimes bērni - inside The special jury prize for New Horizons, a category dedicated to the most innovative titles of the last years, was awarded to Laimes Bērni by Luīze Pastore, illustrated by Evija Pintāne (Liels un mazs, Latvia, 2021). It is a travel story based on a true story. Set in the Venezuelan jungle, Laimes Bērni is reminiscent of a carnet de voyage with botanical sketches and annotations.


The winning poetry title is Immenses sont Leurs Ailes by Maurielle Szac, with illustrations by Nathalie Novi (Éditions Bruno Doucey, France, 2021), which gives a voice to the childhood of Syrian children in war. Unanimously chosen by the jurors, it collects poems of various

lengths. The illustrator has been drawing Syrian children for a long time and all her emotions exude from the pages. Szac starts with portraits to introduce us to the daily life of Hala and Haïssam, suddenly devastated by violence and deprivation. A special mention goes to Corazón de Pájaro by Mar Benegas, illustrated by Rachel Caiano (AKIARA books, Spain, 2020). Nana is a little girl who one day goes on a journey of discovery, looking for the place where poetry lives. Through the story the author encourages young readers to approach poetry, offering a number of playful ways to experience the reading and writing of verse firsthand. Rachel Caiano’s illustrations are dreamy, Corazón de pájaro - inside


books. Each page is full of fun and details to explore. The characters of the book are abandoned dogs and cats, who live in harmony in the city of Bibiville. When this is destroyed, they themselves reconstruct it, in the absence of architects, as best they can; the result is more livable and respectful of nature.

Les Poèmes book series color and black & white illustrations. The series Les Poèmes (Le port a Jauni, France, 2018-2021), which collects the work of contemporary French and Arab authors and illustrators, also received a special mention. The poems are in various styles, some simple, others more complex and introspective, accompanied by high quality illustrations, with different uses of color ranging from the subdued to the flamboyant.

Comics For the Early Reader the winner is Bienvenue à Bibiville by Éponine Cottey (Éditions 2024, France, 2021), in which the world of comics merges with illustrated

Bienvenue à Bibiville - inside

Theater of Nature by Michelangelo Setola (Ed. Canicola, Italy, 2021) is the Middle Grade winner. It takes us to the discovery of the first important researcher of natural history, Ulisse Aldrovandi, on the occasion of the 500th anniversary of his birth. The story covers Aldrovandi’s original engravings of animals, both real and fantastic, and of ancient remains and fossils. The book encourages young readers to cultivate a sense of wonder about the world, and to personally engage with nature and history. Polly, winner of the Young Adult category (Éditions La Joie de lire, France, 2021), was born from the collaboration between the playwright Fabrice Melquiot and the cartoonist Isabelle Pralong. It addresses the confused sexual identity of Polly, who refuses to choose whether to be male or female, declaring her identity as unique. Watercolor illustrations and text reflect Polly’s decision to float freely. Three other works have been awarded a special mention. Hvem rumpet brunosten? by Erlend Loe and Kim Hiorthøy (Cappelen Damm, Norway, 2021). Someone sat on a piece of brunost cheese, a traditional Norwegian food. The incriminating evidence as not a set

of fingerprints, but a butt print. Eccentric characters, a satirical atmosphere and surprising writing made the book a very successful work. Nowhere girl by Magali Le Huche (Dargaud, France, 2021) is an evocative autobiography that traces the author’s time in middle school, during which she always felt under pressure. Her love for the Beatles helped her through it. For older readers, Le Grand Vide by Léa Murawiec (Éditions 2024, France, 2021) questions the conditioning of a digitized and complex society, in which one must be popular to integrate. The style includes techniques and layouts derived from manga and Pop art.

Le grand vide - inside





The success of emotions By Rossella Arena In addition to educating and entertaining children, books can help them identify and expresss their emotions. Here are some successful series on the subject, which are also being developed for licensing. Accepting one’s emotions is always a demanding process, even more so in this period of social intensity, and especially for children. Some books feature cute characters that help kids recognize and manage emotions. These types of book series have become more popular and successful in recent years and, with sympathetic characters, have helped children understand what they are feeling and how to be more comfortable with themselves. Thanks to the effectiveness of the characters, these series are also developing from a licensing point of view. Here are a few examples. The A Little SPOT of Feelings book series is the brainchild of Diane Alber, author and illustrator of children’s books. The first Little SPOT book was about kindness, describing different situations in which it could be practiced. The author’s wish was to create a book that had a great message, stimulated creativity and encouraged total inclusivity, so that anyone could identify with it. The idea was inspired by a kindergarten initiative where children

who did something nice got a star on their hand to encourage them to be kind to each other. The book was an immediate

A Little SPOT of Feelings 8 Book Box Set success selling 10,000 copies in a month and attracting the interest of teachers, who wanted to use it at school. The second book, inspired by the author’s four-year-old daughter, deals with anger management using concentration and relaxation techniques borrowed from the adult world, adapted for children. For example, counting until you calm down. The other books explore more emotions, such as anxiety, sadness, patience and responsibility. Merchandising development for the books started immediately. For example, the book on kindness includes stickers to put on kids’ hands to remind them to be kind. All Alber books now come with sticker sheets, and additional coloring


Gaston - Je me concentre by Hachette Enfants books, notebooks and sticker books have been created for many of the titles. Although Diane has always been an independent artist, her characters’ licensing potential and success have attracted the support of the Surge Licensing agency. Together they are developing a comprehensive consumer products program inspired not only by the Little SPOT books, but also her other books, which have been on top of Amazon’s charts and also deal with managing emotions and personal growth. Over the past three years, she has published over 50 books branded under three banners: Inspire to Create, Inspire to Create a Better You, and Never Let A ... Surge is working to license popular

characters from these books, including Scribble, Little Spot and Unicorn. “Diane’s books have impressed children, parents, teachers, counselors and healthcare professionals in the United States, inspiring them to be creative, use their imagination and help them understand emotions,” said Elan Freedman, executive vice president, Surge Licensing. “There are countless possibilities to develop consumer products that will further engage children with Diane’s stories and characters. We look forward to working with licensing partners across multiple categories, starting with publishing, and then expanding to toy, apparel, back to school, home décor and more, to develop a program that truly reflects the passion and sentiment in her books.”

Gaston - Je suis vexé by Hachette Enfants

Gaston’s Emotions (Les émotions de Gaston) is a series of mini-books written and illustrated by Aurélie Chien Chow Chine, a Paris-born animator who has worked on numerous cartoon and film series. The Gaston’s Emotions series was published by French publisher Hachette Enfants in 2018 and sold more than 900,000 copies in France alone and has been translated into 24 languages. The protagonist Gaston is a young unicorn characterized by a magical rainbowcolored mane, which changes color when he feels strong emotions such as anger or sadness. At the end of each story, sophrology exercises, relaxation techniques that combines hypnosis, yoga and meditation, and especially breathing, are used to achieve a state of calm together with Gaston the unicorn. A recently published book in the series Je partage is a book that talks about the value of sharing. French production and distribution company Dandelooo has acquired the rights to adapt Gaston’s Emotions children’s books into a preschool animated TV show. Dandeloo is delighted to be able to bring the character to life on the small screen and believes its characteristics of humor and kindness will win over television audiences as well. Ninja Life Hacks is a children’s series about emotional and social well-being, which has sold well over one million copies. In less than two years, author




Mary Nhin has published 64 titles. The books promote emotional intelligence, encourage growth and face life with all the grit of a ninja. As they get to know the different characters, children learn how to become more aware, confident and strong through activities, talking points and many other tools. In recent months there has been lots of news for this publishing property, thanks to the efforts of The Brand Liason agency. The independent publishers Grow Grit Press and Insight Editions have partnered on a publishing program for the Ninja Life Hacks series which, globally, is extending the brand to hardcover books, activity books and other products. Respectful Ninja was released by Grow in February 2022 Grit Press, while in the spring there will be six titles inspired by the main characters of the book, such as Confident Ninja and Positive Ninja, in three different formats. On April 12, Ninja Life Hacks:

Ninja Life Hacks “Motivated Ninja” Removable Adhesive Decal by Fathead Meet the Ninjas: The Ultimate Ninja Guide to Life will be released, a complete guide to the 65 ninjas in the series, published by Insight Kids. Each character sheet features fun facts, interesting quotes and other hilarious tidbits about these beloved ninjas. Inside are both the favorite classic characters and some new ones. Following an agreement with the PEI Group, weighted blankets and sensory items such as rugs and towels have been designed to help children relax. The products will launch on and

in physical retailers in North America and the UK in time for BTS in 2022. Fathead has produced vinyl wall graphics, silhouettes, and tapestries. The products are aimed at teachers for their classrooms, pediatricians for their offices and parents for children’s bedrooms and play areas. Other licensing agreements with Weldon Owen, Fashion Angels and Fun World have led to the creation of activity books, hardcover books, conversation cards, stationery, craft products, classroom decorations, bags and costumes. The next categories to be licensed are toys, games, puzzles, apparel and sleepwear, increasing the presence of the ninjas in physical retailers.




Twitch, a great opportunity for brands By Andrea De Amicis Twitch is the social network of the moment, young, dynamic and very popular. For this reason, brands increasingly want to be present on the platform and create customized advertising campaigns.

Cristina Andreetta

Twitch is now the most popular live streaming platform in the world. Primarily based on live content related to video games, the platform has evolved over the last 11 years to include the many passions of gamers, such as sports, film and music. It also provides the ability to chat with idols, such as singers and actors. The purple platform is now a highly sought-after digital space for creatives who can use the channel to promote their own content and easily interact with the public. It has generated impressive numbers to date, which presents an immense opportunity for brands which have become a fundamental part of the platform. Streamers want to collaborate

with brands to increase their success and are eager to get involved in their campaigns, and also extend the content on offer to users. Twitch appreciates the tremendous possibilities that brands can receive and offer on its platform and is constantly working to improve its potential in the field of advertising. For example, it recently launched the global Twitch advertising Gameplan certification, an external training program created to help advertisers and agencies become experts in immersive and interactive advertising campaigns. Twitch Gameplan was showcased at a live streamed event around the world on February 15th, exploring advertising opportunities for marketers. The company also plans to launch a new Ads Incentive Program (AIP) for streamers. Through it, creatives will have ads running at regular intervals during a set number of hours of streaming. Depending on the agreement between Twitch and the individual streamer, the individual streamer will receive a guaranteed payment. According to Nicoletta Besio, Twitch Italy Sales Director, the value of the social network lies mainly in the huge community it has managed to create. There are approximately 7 million streamers and 30 million viewers per day (on average 2.5 million connected at any one time). Cristina Andreetta, digital marketing expert, believes Twitch currently more performant than other social networks, for brand advertising purposes. It is not only a large community, but it has a very high level of engagement and involvement from users when they are on the platform.

Nicoletta Besio


Twitch is interactive because 60% of Twitchers chat with the community on a daily basis, feeling part of a group. It is immersive because the average time spent on the Twitchers channel is 21 minutes, compared to 9 minutes for other social media. It is personalized because the content is always customized live by the Streamer in relation to user comments (and not through an artificial intelligence algorithm). Visitors to the platform are very young: Generation Z and Millennials represent 70% of the social network ‘s audience, an excellent opportunity for companies that need to reach a younger audience. This age group enjoys this new way

of communicating, based on personal interests, and finds them more exciting than ordinary commercials. Also, considering that 80% of users are males between 18 and 35, brands focused on new trends and original entertainment that are aimed at a young, gaming audience, can be successful. Companies can also gather excellent feedback on video games, as well as clothing, food and innovative products. Brands use Twitch in many creative ways for example, the French video game company Ubisoft regularly launches its news on Twitch in collaboration with the most popular streamers. Burberry was the

first fashion brand to share their show live on Twitch. Pringles has entered the world of video games, designing the character Frank the Zombie for the video game West of Dead, and launching him on Twitch. Porsche recently worked with the Twitch community to present the 2022 Formula-E season. Porsche asked the Twitch community to solve a series of challenges, and users were also able to virtually connect with the Porsche Experience Center in Hockenheim, Germany, near the famous Hockenheimring circuit, for the first time., one of the leading classifieds sites in Italy, has launched on Twitch with the Bakeca Twist and Twitch event, supported by creators Ckibe, Dario Moccia and Poly. One of the initiatives is a treasure hunt dedicated to user announcements and a surprise ending with the three gamers. The project was carried out in collaboration with the digital talent agency Evox. Mr. Day, a brand specializing in the production of muffins and donuts, has launched the Mr. Day Cup initiative, a tournament designed for Gen Z gamers, broadcast live on Twitch. The event was hosted by Mates Studios, with Italian gamers such as St3pNy, Surry, Anima and Vegas. Doritos, the

American brand of tortilla chips, has come up with an innovative marketing idea: in collaboration with Twitch, it created the Doritos Bowl, a tournament with famous gamers and streamers, in honour of the US Super Bowl. With commentators and live television coverage, it was a professional event that attracted an audience of 16,000 spectators in the first edition and has now become an annual event.





Kids licensing in pharmacies By Alessandra Maccaferri Many products for children are sold in pharmacies and can become more appealing if they are branded by popular kids characters from brands with proven success.

Supplements Vitabiotics Wellkid Marvel Due to the pandemic, pharmacies have become almost like a second home for consumers who find themselves buying more products for themselves and their kids. Some pharmacy products that might be viewed with distrust or disinterest by a child, could instead be welcomed with confidence and enthusiasm once emblazoned with a character the child recognizes, one that elicits sympathy and good feelings. Pharmaceutical licensing is based largely on popular licenses, from Disney characters and Paw Patrol to Peppa Pig and Marvel superheroes. Which kids’ products are the most sought after in pharmacies? Vitamins. Vitabiotics, the number 1 brand in the UK, provides innovative health supplements with a unique range of leading products. These include Wellkid Marvel gummy candies which provide powerful vitamin D protection to help children aged 7 to 14 transform into young heroes. The

vegan, easy to chew, strawberry flavoured gummies depict superheroes like Captain America, Black Widow and the Hulk. Multicentrum is a complete multivitamin and multimineral supplement, produced by the pharmaceutical company GSK. Multicentrum Junior and Baby are available for children and are occasionally sold with products from popular licensed properties like the Minions, for example, a pack with a coloring book, six markers and Minions cards. For its kids vitamins range Vitasohn has chosen Garfield, the cat with the orange fur, in various different roles (for example playing musical instruments or sports), and with different accessories in order to make the products collectible. They are suitable for children from 36 months with a recommended dosage of two delicious fruit gelées per day, in assorted lemon, strawberry and orange flavours.

Vitasohn Junior playing. Why not decorate them with their favourite characters to make them smile and take away any pain and fear. Salvequick is a company with a long tradition of cutting-edge technology in the care of injuries. Their first plaster was produced in 1947 in Stockholm and was called Salveplast. It was founded by Christian Cederroth after World War II, when the demand for bandages grew among families and domestic users. In 1953 the company revolutionized the market by launching Europe’s first precut single-pack patches, Salvekvick, an innovation that became ubiquitous worldwide. Many of their products are licensed, for example the My Little Pony

After vitamins, plasters play a big role in children’s lives when they get hurt

Multicentrum Junior with Minions gadget

Plasters My Little Pony by Salvequick


Plasters L.O.L Surprise! by Jellyworks range which offers beautiful colorful, breathable, waterproof and dirt-resistant patches, in packs of 20 with assorted designs. A young company that primarily produces licensed plasters, as well as sanitizing wipes and thermometers, is Jellyworks. Born from a desire to bring a little magic and lightness into children’s lives, especially when they are unwell, Jellyworks exclusively creates licensed products such as LOL Surprise!, Peppa Pig, Paw Patrol and PJ Masks. For children, another health area is daily dental hygiene. Colgate has a full range of products for younger customers: toothpaste, toothbrushes and mouthwash are designed to adapt to the development

of the mouth with the help of fun characters and colours that make brushing your teeth a blast! Its licenses include characters from Dreamworks’ animated musical film Trolls ™ and Ryan’s World, the energetic youtube-based brand for 2- 6 year olds, managed by little Ryan Kaji and his family. The brand Oral-B by P&G uses multiple licenses for its classic and electric toothbrushes, including Winnie the Pooh, Frozen, Star Wars, Cars, Spider Man, Disney Princesses, and Mickey Mouse.

nasal wires. They are sold in colourful, practical packs of 75 units, and are branded with classic Disney characters (Mickey, Donald, Goofy…). And finally, to keep lips hydrated under masks, or from external agents, there is Lip Balm Smacker, rich in nourishing ingredients and pleasant scents. The products are known not only for their great quality, but also for having a very nice appearance, and for the successful collaborations with other brands. Recent products feature the Hello Kitty and Friends brand.

Dental Hygiene kit Trolls by Colgate

Plasters L.O.L. Surprise! by Jellyworks

And in recent years, masks have of course added to the products available in pharmacies for children. Halyard Health (formerly Kimberly-Clark Health Care) offer certified paediatric masks suitable for ages 4 to 12, used in U.S. hospitals for over 20 years, in soft and lightweight material, with ear loops and mouldable

Lip balms Hello Kitty by Lip Smacker





A new exciting relationship with the home By Andrea De Amicis In recent years consumers have experienced a different way of spending time at home, one that has changed our perception of home in a permanent way. Today there is a more emotional and mindful approach to choosing furnishing accessories, to which companies are responding with new and interesting products. The intense years of the Covid-19 pandemic have made consumers think about the home in a different way, with an increasingly emotional approach that is appearing in some 2022 houseware trends. In homes, spaces dedicated to personal expression can inspire a desire to furnish with colourful and/or original objects to reflect one’s passions, and to include sustainability and charity choices. Many furnishing elements have also assumed ergonomic and comforting

shapes. Here is the news on some companies and brands that have managed to seize on these trends. Spending a lot of time at home today compared to the pre-Covid period, there is a desire to create more light, so why not do it with accessories that depict the beloved characters? Otaku Lamps transform anime characters into high quality LED lamps. It currently holds licenses for over 20 Japanese and Korean IPs, and collaborates with Crunchyroll, Funimation, Line Friends and many other licensors. Since their launch in 2020, LED lamps have become one of the largest new product lines in the official anime merchandising industry. Otaku recently announced a collaboration with VIZ Media to create LED lamps featuring fanfavourite characters from major titles such as Naruto Shippuden, Hunter x Hunter, JoJo’s Bizarre Adventure and many others.

Moomin x Amnesty collection

For those who prefer natural light and charity purchases - the Moomin x Amnesty collection released a beautiful candle and matching matchbox earlier this year to celebrate the 60th anniversary of the international charity organization. 10% of all proceeds will go to Amnesty’s global human rights work. The Muurla enamelled mug contains a colza wax candle. Candles are a highly visual symbol of hope, which is why they represent the Moomin spirit and Amnesty’s mission so perfectly. After the Muurla candle has burned, the mug can be used like any other enamel mug: strong and lightweight, it is also suitable for outdoor use, camping trips or picnics. Among companies that promote sustainability, SoldiDesign enriches its SFERA collection of bins for separate waste

Recycling container by SoldiDesign


collection originally appeared on bedding, including Slathouse Soiree and Mermaid Cove, which have also been reinvented on nightwear. Tropical Isla de Coco and Isle Butterfly prints first appeared on sheet and bedding sets. Pottery Barn Kids also has an active partnership with Lego. This collection includes bedding, rugs and decorative accessories designed with brilliant prints that reproduce the classic Lego bricks and icons to evoke fun and creativity.

collection with continual innovations. Sfera is a designer container that comes in modules that can be assembled into several versions. Its shape is primordial, inspired by planet Earth and the idea of a circular economy. It was developed over two years of study and experimentation, with an eco-design project that used recycled plastic and regenerated fishing nets. Sfera is a product that adapts to any environment, both domestic and professional. Cosmo, a colander with a design inspired by the Milky Way, is the result of the Blim + brand (from the Vicenza-based company Veca Spa) and an idea by Raffaello Galiotto. Ironically evocative, with the intentional arrangement of the holes to be reminiscent of the seemingly random pattern of the stars. The holes are distributed following the path of the water to allow pasta to drain while optimizing the entire surface. The diameter is designed to be narrower inside, to prevent thinner foods such as spaghetti from

Pottery Barn Kids x Lilly Pulitzer

Pottery Barn Kids x Lego escaping, and wider towards the outside, to avoid starch stagnation. Like all Blim + kitchen accessories, Cosmo is produced with high-quality, fully recyclable, thick polypropylene with a long-life cycle, in a very short and completely Made-in-Italy supply chain. Exciting collections of household goods designed for children and teenagers also continue to emerge. Williams-Sonoma’s brands Pottery Barn Kids and Pottery Barn Teen have announced new lines in partnership with Lilly Pulitzer. Drawing inspiration from Lilly Pulitzer’s vibrant pink, green and blue colour palette to spread joy and brightness, various textiles and furnishing accessories were created. And because of WilliamsSonoma’s commitment to sustainability, some pieces in the new collections are in GOTS-certified cotton and water-resistant polyester, made from recycled plastic bottles. Prints from the first co-branded

Another company that has grown during the pandemic is the digital brand Chefclub. As people have been confined to their homes cooking has become a primary source of entertainment. Chefclub’s 100 million followers on five digital channels has created a cooking revolution, and some excellent cooking products, especially for kids: they have sold 250,000 cooking kits with measuring cups + a cookbook and different kids friendly utensils including a specially designed child-safe knife; 700,000 cookbooks; and a 50-piece Chefclub by Tefal branded cooking range. The kids products feature the animated mascots from the Chefclub Kids universe (channel, social media, cook books, etc.); they are so popular that they will soon feature in an animated tv series, Chefclub Friends! The Charmsters, an animation brand based on female inclusiveness and empowerment, has completed its seventh collaboration with the brand KicksBySammy, by artist Samantha Handler. The Charmsters x KicksBySammy collaboration inspired a soft 50” x 60” blanket with hand-drawn design elements from Handler, to communicate the values of diversity and joyful energy of The Charmsters brand. The two brands share a common mission: to encourage girls from all backgrounds to achieve their dreams through work and passion.





Brand-extension: clothing brands look to home-décor By Matteo Melani After branching into accessories, cosmetics and food, some clothing brands have shifted their focus to the home-décor market, with collections inspired by their own signature style. One such example is Zara, an established clothing brand that launched Zara Home in 2003 and now has stores all over the world. For a clothing brand, homewares is a brand-extension with a strong impact on its customers, specifically because decorative objects are a vehicle to further display its creativity. Among the brands that have been successful in home furnishings is H&M, which recently announced its plan to open a store-within-a-store at its shop in Delhi, India. In addition to mid-range brands,

luxury brands have also started making accessories for the home to connect their customers with their values. Armani has created collections for both the home and the office, while Roberto Cavalli has taken inspiration from his clothing lines to create furniture, tables and sofa cushions.

THE EXAMPLE OF ZARA AND PRIMARK From the entryway to the bedroom, Zara Home’s accessories allow you to furnish your home with elegance at a low

H&M Home Décor cost. Their homewares reflect the style found in their clothing and have been designed for people who have a middle level income but who still love stylish objects in their home. Primark’s décor also evokes the simplicity of the sweaters and trousers that can be found in stores. Both brands recently launched a new spring 2022 collection for every room in the house. Zara Home offers a selection of earth-toned decorative products in beige, white and brown emphasized by natural materials such as wood, linen or terracotta. The line is a call to respect the environment, an important value, especially among younger generations. The spring collection also includes original fabrics with sober colors and shades. Primark Home, with its Dawn Collection, also focuses on soft, comfortable and flowery products to welcome a warm, relaxing and friendly spring. Vintage ceramic tableware, rustic wickerwork, frames with herb designs and vases painted with flowers reflect Dawn’s delicate philosophy. All the homeware ranges are for the inside and outside areas of the home.

H&M CONQUERING INDIA H&M Home offers stylish decorations and accessories for every room and style. Its products range from high quality bedding and tableware to diverse fabrics, with a contemporary style. After its success in


offices. Objets Nomade, a collection by Luis Vuitton that launched in 2012, has received major awards over the years and several pieces have been presented at international design events such as Milan Design Week. One of the most distinctive works is Aguacate, a decorative device for walls designed by the Campana Brothers built in a modular way with shapes that reflect the silhouettes of avocados in different sizes and colors. The Petal Chair, on the other hand, is an enveloping seat made up of nine cushions in the form of a flower’s corolla created by the Dutch designer Marcel Wanders. Although a more limited range, Armani’s home- décor line covers all the furnishing needs of any space: from leisure to work to rest.

H&M Home Décor Europe and America, the company has decided to bet on the Indian market, with a store opening in Delhi scheduled for next month. This decision was dictated by the latest performance of the Indian furniture market which, according to a study by RedSeer, should reach 40 billion dollars over the next five years. In addition to physical stores, growth in the sector also includes online, with a 1.8x increase in annual spend per shopper. “There is a great deal of interest in interiors and design, and our customers have often asked for interior products in line with H&M’s business concept of fashion and quality at the best price,” said Yanira Ramirez, Country Sales Manager, H&M India.

“We see,” she continued “huge potential in India and look forward to introducing H&M HOME to existing and new customers across the country.” In addition to in-store displays, the furniture will be available on the Myntra website and trading platform.

HOME-DECOR OF LUXURY BRANDS Luxury brands have also launched furniture lines for the home, shops and





Retail, online sales are expanding into physical commerce By Matteo Melani While closures due to the pandemic have accelerated online sales, physical stores remain the preferred outlet for consumer shopping.

fashion store in Los Angeles. As with their e-commerce, the store will also sell clothes supplied by manufacturers and retailers from around the world. Physical stores offer opportunities not just for established brands, but emerging brands as well.

THE AMAZON EXAMPLE While distance shopping has been the sector that made Amazon number one in online sales, retailing has allowed Jeff Bezos’ multinational to acquire new customers and increase its relevance. Following the opening of Amazon Go in 2018, Amazon opened other stores around the world, including Fresh (which This trend is most notable in the apparel sector, so much so that according to a survey by Cotton Incorporated Wave, 54% of consumers surveyed said they want to buy products in stores and 40% prefer to buy clothing in stores because of the easing of anti-Covid restrictions. Shops allow customers to try on products and immerse themselves in the values of the brand, not just to buy an item, but also for the interaction, the contact with the staff and the experiences that can be had. It appears that retail is not dead, rather new opportunities with great potential are opening up for retailers. One brand that has extended into physical commerce in the past four years is Amazon, which recently announced plans to open a


THE FENTY EXPERIMENT Physical commerce also offers opportunities for online brands that sell their own manufactured goods. After having created pop-up-stores that feature celebrities, the lingerie brand Savage X Fenty will open stores in the United States and Europe. The announcement comes directly from parent company LVMH, which confirmed that the first store will open in Las Vegas. As with the Amazon stores, Savage X Fenty shops will also offer a high-tech experience through an app that gives customers an augmented reality body scan which will then provide recommendations for products based on their size and shape. “We want to connect with our customers in real life and give them something they have never seen

before,” said Rihanna, Creative Director and testimonial of Savage X Fenty. In addition to its innovative technology, the Savage X Fenty shop is also a vehicle for its commitment to sustainability, starting with the use of biodegradable wheat straw hangers and recycled polyethylene terephthalate shopping bags.

THE BLUEPRINT FOR A SUCCESSFUL STORE The examples of Amazon and Savage demonstrate that physical shops can offer both high-quality experiences and represent their business ethics. For an online brand that competes with offline sales, it is essential to choose the most effective formula for the display of its products. To promote an event or launch a

sells fruit and vegetables), bookstores and even a hair salon. Most Amazon stores are equipped with Just Walk Out, a system that allows customers to exit the store without going through checkout through a downloaded App. The technology is integrated in cameras and sensors in the store which track products taken from shelves and automatically charges them to the connected payment method at the exit. In just a few years this innovative system has become very popular and has led other retailers to install Just Walk Out in their stores as well. Today Just Walk Out is located in the Javits Center store in New York, in the Forum building in Los Angeles and in the Climate sports facility Pledge Arena in Seattle. new product line, pop-up shops can offer users an experience that is out of the ordinary and has a strong impact. Another effective solution for the display of new products is the store-within-a-store, a designated sales area inside a shop or a shopping center. Another way to engage public interest is with a showroom that displays products that can be bought online. This is a technique used mainly by furniture retailers (Made has two in the UK), but also useful for other types of products. Between new technologies and upgraded classic commerce, physical shops will remain a staple for sales in the future.





Sales and marketing, the advantages of direct streaming By Matteo Melani To promote goods and services on social media, it is not enough just to frequently post content. Specific formulas that engage the attention of the public must be identified in order to retain users, as the live streaming.

If a photo or video has a limited effect, live streams offer users information with repetitive validity, precisely because they meet the needs of consumers and can integrate a variety of marketing elements. According to a study by McKinsey, the most represented categories in live streaming are clothing, followed by cosmetics and food. Products related to consumer electronics and the auto industry are less common. After China and the United States, where the greatest amount of direct streaming is used for commercial purposes, Europe has started to see steady growth, to the point that in recent years several resale brands have focused on live shows to exhibit their products to the public. One example is Tommy Hilfiger, that airs live

broadcasts with models and influencers describing clothing and accessories on their website and Facebook account. The hosts of the live broadcast play a leading role precisely because lives shopping is based on interaction with users and therefore their presence becomes a type of business card to raise the interest of the public. More than just simple teleshopping, direct streaming creates real communication between the brand and its customers. A live broadcast can be useful on every occasion: from the announcement of sales to the opening of a new store. But what are the right elements for quality liveshopping? First of all, you need to think about the content strategy and the products you want to promote, and if there

will be more than one participant. For example, Douglas often broadcasts videos with two people, for example a make-up artist and a blogger. Then you need to find the most suitable platform (Facebook and Youtube are good for advertising products on the market, Instagram for advice, Tik Tok for limited edition product launches), and also ensure that you have quality equipment. While on air companies can offer features to provide a fluid and immersive experience to users, such as a catalog of products shown during the live stream, the activation of featured products and pictures-in-pictures. These methods can be employed by both multinationals and small retailers alike.




Retail trade, Innovations from China By Matteo Melani From new ways of interfacing to new technologies, China is proving to be the most advanced country in the field of retail.

has expanded its delivery service to over 1,100 stores in 17 Chinese cities, including Beijing and Shanghai, and Bacardi has positioned a limited edition series of whiskeys in its Henan airport store (The Vintage Reserve Collection).

CHINESE DEALERS CONQUER THE WORLD In addition to domestic buyers, Chinese products and brands also appeal to foreigners. The most dramatic example concerns Singles’ Day, a holiday that falls every year on November 1st and in 2021 generated huge revenues for e-commerce. Given the positive response from many European buyers, last January opened two stores in the Netherlands, in the cities of Leiden and Rotterdam. The two new stores, named Ochama, work with artificial intelligence devices and robots capable of managing the entire sales process. Customers can pay through an App or with a credit card. These are all examples of trade innovations that can be exported to other countries.

According to Stefano Generali, Managing Director of Inraget China and co-author of the study “The Future of Retail is Written in China,” retail is digitizing and e-commerce is borrowing in-store sales techniques for use in mobile-commerce. One such example is Alibaba: as of the end of March/beginning of April it will launch an App to improve the online sales experience of its users which will see the Chinese giant take charge of all operations without any intermediaries, from supply to marketing. Still in online commerce, is giving major European and American competitors tough competition: according to the Global Powers Report

of Retailing,’s turnover grew by 27.6% compared to last year. In summary, between sales and knowhow, the Land of the Dragon offers innovative ideas for retailers all over the world.

FLUCTUATING TRADE IN CHINA Closures due to the pandemic have resulted in losses across all sectors, including retail, which in China grew only 3.9% compared to 2021. This has not deterred several international brands from investing in existing stores or launching new products. For example, Starbucks




Videogames and retail, opportunities for digital and physical promotion By Matteo Melani With the outbreak of the pandemic and the gradual return to normality, the video game industry has had to adapt its strategies on both the supply and promotion sides. a general knowledge game, available in all major App stores. 2022 will be a turning point for producer and retailer strategies for physical and online sales.

THE STRENGTHS OF THE INTERNET The stereotype of the awkward and lonely video player is now obsolete. Today, gamers that are passionate about video games seek out new experiences, expect engaging content and accept challenges in step with the times. Online has enormous potential, specifically because it allows companies to reach a very large user base, while the user can This change has also impacted retail sales channels, to which several brands have had to revise their approach to both new and proven marketing strategies. For example, GameStop has enhanced its product range with boxed games, clothing and electronic devices. They also are the only game retailer that invites its users to sell their outdated consoles or video games at GameStop points of sale. This formula is meant to retain the loyalty of older players who, after Generation Z, represent a very active segment because they have more disposable income. The digital sector, however, is still an area that appeals to a varied audience, both in terms of needs and knowledge. In recent years various games have been developed for smartphones or tablets in addition to consoles and computers, such as Trivial,


recent manufacturer to hire a gamer is Sony, which partnered with Kafkanya to promote the latest edition of the Horizon game Forbidden West. Kafkanya (whose real name is Virginia Gambatesa) has over thirty thousand followers and has presented events related to gaming, so she is a personality that enjoys strong recognition in the video game community. Compared to an influencer, a player has the specific expertise and authority needed to advertise a product that targets a demanding audience. The most suitable social networks for the launch of a video game are Facebook (because it allows you to describe all the characteristics),

have experiences that are out of the ordinary. Even before the lockdown due to the pandemic, video game companies that focused on remote gaming had seen their value and number of users grow. Just think of the game Under Armor’s Trivia, launched during the 2018 NBA playoffs, which increased registrations from basketball fans all over the world in a matter of weeks. To compete online however, it is not enough just to launch a video game, companies need to find innovative formulas capable of engaging target audiences beyond traditional channels. For this reason, some companies have partnered with professional gamers who have millions of followers. The most

Instagram (for photos, videos or stories) and Tik Tok (for funny videos close to the release date to the market). Direct streaming is also effective for promoting a video game as well as for revealing any tricks and relaunching a

product. In this case, the most suitable channels are Youtube and Twitch.

THE REDISCOVERY OF SHOPPING CENTERS By connecting to the internet, a user can explore a product through multiple experiences, however, by going to a physical store products can be held inhand and assessed in great detail. For the launch of two stores in the Mall of Oman (in Muscat, Oman) Belkin, a brand that produces consoles and joysticks, went all out by hiring the star and ambassador of the 2022 World Cup, Ali Al Hasbi. For future customers of the

stores, the opening was an unforgettable experience specifically because they had the opportunity to see the player in real life and take pictures of him. But the attention to customer-experience did not stop at the stores’ openings, Belkin also decorated the stores with stereo speakers and video-walls that guided costumers through the choice of products.

BEYOND THE USUAL RETAIL To bring people closer to video games, companies can go beyond traditional locations, for example in sports halls. For the 2022 All-Star Game at the Rocket Mortgage Fieldhouse Stadium (where the Cleveland Cavaliers NBA team plays) Rocket Tron has launched, a game that allows visitors to shoot a virtual basket with the aim of scoring the most points within 60 seconds. Rather than shooting with a joystick, players use their smartphone by scanning a QR code. The entire installation had a Cavaliers theme with four displays in total – a great example of the marketing value of videogames.





Glocal marketing, when local knowhow has no limits By Matteo Melani To sell in foreign markets it is not enough to offer quality products, it is also necessary to implement promotional strategies capable of attracting new customers and improving the strength of one’s brand.

glocal techniques specifically because the success of a product or a store is also determined by relations within a territory. An example is McDonald’s, which has been able to adapt its catering formats and dishes to the customs of the countries in which it operates. But glocal marketing is also a useful tool for smaller brands that intend to sell products in foreign markets and become a point of reference in their sector.

THE STEPS FOR A GLOCAL MARKETING STRATEGY To draft a glocal strategy you need to have time and patience, because operations require investment. In fact, curiosity is not enough to get to know the target of a foreign country. However it is necessary to analyze the characteristics and understand which product categories to offer based on tastes and beliefs and, based on the information, decide on a price point. I.e., an analysis not only of the market but of the entire local situation. Then it is necessary to design products To this end, glocal marketing offers tools able to ensure effectiveness across all sales operation. As the term indicates, glocal marketing refers to strategies that embrace a local concept that are moved to a global level. The glocal approach involves all four Ps of marketing: product, promotion, price, place. Chain stores and retail businesses are the players who most often employ


COMPANIES THAT HAVE BEEN SUCCESSFUL in line with the foreign target, so as to include as many preferences as possible, and choose places that could be compatible with a new business. As for promotion, an effective technique must integrate offline and online communication. For offline communication it is necessary to invest in television advertising, magazines and billboards, while for digital promotion, web marketing techniques can be transformed into a glocal key. First of all, by opening a mobile friendly site, so as to be easily accessible from all devices; optimize the content through the main search engines; and focus on social media

with engaging content that will both inform by communicating the activity and history of the brand (Facebook, Instagram), or to entertain (for example by involving regulars clients or the team to post the video on Tik Tok ). In addition to the web and social channels, special events offer a strong showcase for visibility and, in addition to organizing them, you can communicate the name of your brands by participating in trade fairs as well. Competitor initiatives can certainly be considered to help leverage the efforts made by market pioneers, avoid mistakes and implement more competitive pricing.

From America to Europe Mc Donald’s has conquered the palates of the whole world because it has adapted its vision to the mentality of foreign countries. In Italy in 2005 it opened the first McCafè and since 2008 has included Parmigiano Reggiano DOP on the menu. In Great Britain and Ireland McDonald’s recently launched the marketing campaign entitled “My McDonald’s Story”, giving customers the opportunity to create a story for social networks paired with a drawing to win a series of prizes. The increase in interactions through the app provide the company with behavioral data to develop personalized and targeted marketing to customers based on their history. Even Coca-Cola has shown itself to be attentive to the sensitivities of the host public, for example in Paraguay it makes Coca Cola Life with Stevia, a plant that grows in Paraguay. In Japan, there is green tea Coca-Cola, with zero calories. Green tea is, in fact, a fundamental drink in the life of all Asians. Obviously, being successful does not mean giving up your identity and the stories of Eataly and Bellissimo (a ceramic brand also present in India) show that by focusing on excellence you can sell all over the world. Italian products are also loved abroad and therefore the marketing work must be done on sales strategy and communication, perhaps by offering discounts or organizing events on holidays. In short, glocal marketing allows you to enter new markets and make your brand and products recognizable.






Marketing and best practices, the advantages of green packaging By Matteo Melani Consumers today are more attentive to respecting the environment than previous generations, so much so that according to a study by Kantar, younger generations (aged between 18 and 34) are the most likely to change their lifestyle in response to concerns about climate change, starting with purchases.

In addition to sustainable packaging, in recent years many fashion brands have launched services to collect used clothing. H&M was the first fashion company to launch an initiative to collect old clothing for recycling. In the wake of the Swedish brand’s initiative, Ovs also opened collection points in its stores for used clothing in exchange for shopping vouchers. Reuse has also affected luxury brands, including Fendi that has added e-commerce for used and second-hand clothes on its website. All these cases reinforce the value of good practices.

have started providing their customers with packaging that appeals to a sense of responsibility, such as Tezenis and Game 7 Athletics which stock their stores with recycled paper shopping bags. In addition to cutting costs, sustainability is proving to be a way to increase the prestige of a brand.


In addition to an effective marketing strategy, companies can raise their sustainability profile with packaging as well. Packaging is a very concrete representation of a product’s identity and contributes to the overall building of the brand. In recent years, several brands

In 2019, Evian launched a refillable glass water bottle on the market to communicate respect for the environment in everyday life to its customers. The bottle was made with the support of the Soma company and designed by the designer Virgil Abloh. Both in terms of the materials used and the intended use, the Evian bottle embodies the cornerstone of a circular economy: glass is a material that can be recycled indefinitely, while wood (as compared to plastic) produces less pollution in its processing. As for usage, the bottle can be filled countless times directly from a water source and used both at home and while doing sports. But with green packaging techniques, good practices can also be communicated with words. On the bottles of the Ecogreen di San Benedetto line customers can read about the company’s eco-commitments: from its contribution to reducing CO2 emissions to the planting of new trees.

BEYOND RECYCLING However the circular economy does not only concern the recycling of waste, but also any activities intended to help save the planet. Asos represents a resource reduction model whereby it has eliminated 40% of materials from its packaging by adapting it to the actual size of the product. In this way the brand has reduced the carbon footprint of the packages by 27% and to celebrate the result has created several online campaigns. When it comes to respect for the environment it is possible to win over new customers and retain existing ones.



From clothing to TV series: celebrities relive in iconmarketing By Matteo Melani From sports to cinema and music, legends that have written the history of their industry live on in the hearts of their fans thanks to icon-marketing.

By definition, an icon is an emblem of an era, genre or industry, visually recognizable even by those who have only heard of the icon. Taking advantage of this fact, several companies have begun to create products based on celebrities. One example is Air Jordan, a Nike range that markets clothing and accessories inspired by the NBA legend Michael Jordan. Originally born as a shoe brand, Air Jordan has seen its sales success grow so widely across the globe that its products are also purchased by people who are not basketball fans. In addition to clothing with the image of Jordan, Nike has also released products showing highlights from his career, for example the Jumpman hoodie which depicts the years in which the Chicago Bulls - the team he

supported public initiatives including a $1.25 million grant for the African American community in the US. Also in the field of basketball, another legend that continues to be celebrated is Kobe Bryant, the unforgettable Lakers phenomenon who lost his life in a plane crash in 2020 with his daughter Gianna. To commemorate the basketball player’s memory, the NBA awarded him the trophy for the best player of the Western Star vs Eastern Star match within the AllStar Game event.

played with for 22 years - won the NBA title. As part of its success, Air Jordan has Film and television industries also offer opportunities to capture the attention of the public through the lives of celebrities. For example, Pam and Tommy will launch this year on Disney +, telling the troubled love story between Pamela Anderson and Tommy Lee (played by Lily James and Sebastian Stan), and the scandal of the stolen sex tape that was circulated on the web in the early days of the internet. Even before being broadcast, the series has generated a lot of talk. So, whether it’s new products or charities, icon-marketing remains a useful tool for celebrating fan idols around the world.





Trade and trends, innovations from the cosmetics industry By Matteo Melani Innovation, sustainability, new experiences. The cosmetics industry has been affected by the commercial trends of recent years and this has led manufacturers and retailers to broaden their strategies in an innovative way, focusing on new products and new sales channels. This does not mean a decrease in the sales value of creams or perfumes but, on the contrary, increases on all fronts.

In summary, upward forecasts have prompted beauty brands to invest in research and experiment with new sales strategies.


According to a study by Fortune Business Insight, despite the contraction due to the pandemic (- 10, 57% in 2020), forecasts project a growth of 5% in the next six years with a total value of 415 billion dollars. The easing of restrictions, in fact, has encouraged consumers to spend more on personal care products in response to the increased opportunities for meeting in person. The category that will enjoy the greatest increase in sales is skin care, followed by hair and lip care products. The

sector of creams with repairing effects, such as those for dark circles or tan lines, is also doing well. As for markets, China has the best performance, as an example at the beginning of this year L’Oréal stated that it intends to strengthen its presence in the Land of the Dragon. Great Britain, on the other hand, is confirmed as the nation most attentive to e-commerce and several companies (even small ones) have expanded their product lines using the most popular channels such as Amazon.

As with other sectors, consumers of cosmetics have become more attentive to sustainability. Proficent Market Insights data shows that the natural cosmetics market is set to grow in all countries around the world. Therefore, to better communicate their good practices, 36 cosmetic companies have created the EcobeautyScore consortium, which is tasked with assessing the environmental impact of personal care products. This is an initiative of considerable importance, because competing brands have never before come together under a single banner. The consortium is made up of L’Oréal, Henkel, LVMH, Unilever, Natura & Co, and other small and mediumsized companies from the sector. The introduction of the new classification system of the consortium will put various aspects of the products (CHEMICAL FORMULA, PACKAGING, TRANSPORT AND DISPOSAL) under a control parameter assessed with scores from A to E. The information of the initiative will be printed on the products, visible to all


BETWEEN PHYSICAL AND ONLINE With the evolution of products, the shopping experience has changed for both physical and online stores. As for in-store commerce, several retailers are adopting artificial intelligence technologies to give their customers the opportunity to digitally view a cosmetic product on their face. In terms of retail, China represents

an attractive market for several brands. Compared to the European consumer, the Chinese consumer is more demanding and likes to switch from one channel to another with ease. Rituals’ decision to open three stores in Hainan, a seaside city, is an example of this, going further than Estée Lauder – that has intended to increase their product offering across all retail channels in China. In addition to the

consumers. In addition to understanding the impact of the product on the environment, the scores will also inform the consumer about any side effects. Commitment to environmental protection can also be communicated through initiatives directly in-store. Kao Corporation has equipped its stores with containers to collect used plastic bottles that will be reused to produce new packaging. Republic of China, the entire Asia-Pacific area is performing well for retail cosmetics, for example Coty’s overall sales increased by 22% compared to last year. As for e-commerce, Great Britain has recorded the most sales in the last year with forecasts on the rise for upcoming years. According to the latest report by Global Data the entire market will reach a total value of 7.9 billion dollars by 2025. As with physical trade, the demand for vegan products has also increased online, In February the Next Home product brand responded by launching Woah, a line of cruelty-free products for all types of leather intended exclusively for e-commerce channels. In addition to some sales success, Woah has registered many interactions on their social media accounts. All these cases demonstrate the potential of the new cosmetics market.





WHY MAGAZINES ARE A CRITICAL COMPONENT OF A BRANDS ECOSYSTEM By Nick Richardson, Founder & CEO, The Insights Family In the last 5 years, we have seen how digital device ownership and access has increased amongst kids aged 6-12 in Europe, with 3 in 5 kids of this demographic in the UK now owning their own tablet.

In tandem, we are seeing that kids are increasingly choosing digital hobbies – gaming, coding, social media – and aspiring to digital careers. With new interest come new trends and we are all no doubt having meeting after meeting about the rise of the metaverse and what this means for our respective brands. That said, brands should not underestimate the importance of a far-reaching offline ecosystem. Kids’ lives are increasingly lived in a combination of interconnected digital worlds and as pandemic restrictions ease

and summer approaches, we predict that offline hobbies and interests will retain popularity. Furthermore 83% of parents across the markets which we cover, agree that they would like their kids to occupy the online and offline worlds equally. That is why I think magazines are perfectly positioned to provide kids with interactive, educational content which they can not only consume but also co-create. In Europe, over a third of 6-9 year olds buy at least 1 magazine every month. What’s more, this number has increased year-on-year from 2021 to 2022 in France (+11%), Germany (+7%) and the UK (+6%). A free gift is the number one driving factor behind magazine purchases globally amongst 6-9s. However whilst remaining important, in recent years this factor has become less significant - it has fallen across the last year amongst 6-9 year olds in Brazil (-8%), the US (-8%), China (-12%), India (-18%) and Russia (-18%). The Insights Family data suggests that this is due to a multitude of reasons, which the rise in environmental concerns amongst kids over the last few years being a key driver. Amongst 6-9s in Italy surveyed between July and December 2021, those who are concerned about


climate change and the environment are -15% likely than the average kid their age to select a magazine based on a free gift, indicating that those who are aware of this topical issue are acting upon it, attempting to mitigate their carbon footprint through a reduction in the consumption of singleuse plastics. Brands can therefore target this demographic through the promotion of eco-friendly gifts, such as non-plastic ones, which could become their USP. Furthermore, should brands forgo the use of free gifts altogether, utilising recycled materials in the production of reading material is a way to engage with this increasingly eco-conscious generation. If kids are increasingly less motivated to purchase a magazine for its free gift, it seems as though the popularity of magazines is being driven by attraction to characters, IPs and franchises. There is less need for physical possessions to drive purchase behaviour, meaning that the content itself is what kids are interested in when selecting a magazine. This is illustrated in our data - for 3-5 year olds, the importance of content in this space has increased year-on-year in the UK (+20%), Russia (+26%) and Italy (+31%), when comparing Jan-June 2021 with July-Dec of the same year. In a fragmented space such as the kid’s ecosystem, where there are numerous platforms and media types fighting for attention at any given time, it is crucial for quality content to stand out from the crowd.

Breaking through the noise and congestion of a saturated marketplace becomes much easier through recognisable imagery and popular IPs in the kid’s space. Kids recognising their favourite IP in alternate touchpoints gives a product a better opportunity to resonate with them. Favourite character ranks as the second main reason for buying a magazine, showing the demand amongst kids for

offline engagement with their preferred IPs. Licensed magazines dominate the most purchased magazines amongst kids in Europe, with global brands Pokémon and Fortnite leading the way and 4 LEGO titles appearing in the top ten. For 3–5-year-olds surveyed between July and December 2021, the favourite character as the main purchase reason has increased year-on-year in Italy (+11%),

The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviour, and consumption patterns. Kids Insights surveys 7,780 children every week aged 3-18. Parents Insights surveys more than 3,800 parents of children between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. This means that the company interviews a new family member somewhere in the world every 45 seconds. The Insights Family produced an exclusive “2022 Toy Report: The Year of STEM” for London Toy Fair, the UK’s largest dedicated toy, games and hobby trade show in January 2022. Sign up to receive your free copy here:




Germany (+13%) and the UK (+14%). This presents an opportunity for licensors to produce offline material in relation to kids’ favourite characters. Kids aged 6-12 in Europe are most likely to purchase a magazine related to their favourite TV show (21%), hinting at the importance of licensing products associated with a franchise. In the UK, this has increased by +38% over the last four months and is particularly amongst girls of this demographic. Amongst 6-9 year olds, Spider-Man and Elsa have topped the most popular character lists globally for boys and girls respectively over the last two years. Other Disney IPs appear in the top 5 for these characters, representing the significance the company has in the kids’ space - as such, Disney magazines appear in the top 5 most popular in the Philippines, Indonesia, South Korea, China, Italy, India, Spain and the US. The availability of a familiar touchpoint in the offline world clearly drives the purchase behaviour in this space, indicating that magazines represent an opportunity to engage with kids in the offline world. As well as presenting a licensing opportunity, brands should look into advertising opportunities within the printed space, specifically in magazines. Since Q2 2021, the number of tweens

and teens now reporting to trust advertisements ‘a lot’ has increased by +45%. Even though advertising in magazines seemed counterintuitive with the increased number of new technology and platforms that are constantly evolving and incorporating in kids’ lives, our Kids Insights Italy data shows otherwise. Italy

has the highest number of tweens and teens reporting reading as their favourite hobby across European countries we survey. A significant push on advertising in the lead up to and during the Christmas period incites the need for brands to utilise offline advertising locations as a way of reaching kids. 6–12-year-olds who see their favourite advertisements in comics and magazines are more likely to talk about it with friends and families (+52%), be more interested in the product (+32%), and buy the products themselves (+34%), indicating the success of advertising in the magazine space. This further signifies the wide range of opportunities within the magazine space that brands can explore and diversify into. As well as looking at advertising opportunities, brands need to understand their specific target audience, a one-size fits all approach does not work and is no longer fit for purpose. We are seeing how tweens and teens’ favourite IPs and characters - which can be examined closely from our IP INDEX™ tool - to be able to successfully collaborate with them to further increase reach and engagement from this demographic. Brands should maximize the marketing success by advertising in magazines while also utilizing the word-of-mouth strategy to encourage these tweens and teens to invite their friends to use the products for a trial of the products or discounts for future purchases.


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