Licensing Magazine Summer 2025

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LICENSING | BRANDING | MEDIA&DIGITAL | PUBLISHING TRADE MAGAZINE

WHAT’S NEW FROM THE INDUSTRY SPOTLIGHT ON GERMANY

FOCUS ON THE US AND ASIAN MARKETS FANDOM AND BRANDING

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EDITORIAL

DEAR READER Welcome back to this new issue of Licensing Magazine!

We are experiencing a period of significant changes and developments on the international stage. In the current scenario, the role of a trade magazine like ours is to inform, update, and highlight current trends, while also promoting networking among industry professionals worldwide.

Therefore, we are pleased to offer an in-depth focus on the U.S. market in this issue on the occasion of the Licensing Expo in Las Vegas. We also offer exclusive insights into the main trends emerging from the European market, particularly from Germany, which celebrates its industry in Essen this June. We also offer a comprehensive analysis of the Asian market, which is increasingly shaping global consumer trends.

Speaking of consumers, this issue addresses another key market topic: Fandom.

DIGITAL VERSION

consumers in innovative ways today.

READ OUR DAILY NEWS ON:

From the Licensing Expo in Las Vegas to GamesCom in Cologne, this issue of

licensingmagazine.com

You’ll find exclusive insights that will help you better understand how to approach

Licensing Magazine is ready for a rich world tour. We look forward to meeting you at the many events scheduled across the USA, Europe, and Asia this summer!

As always, happy reading!

...AND FOLLOW OUR SOCIAL MEDIA PROFILES: @LM_LicensingMag

Cristina Angelucci

@LMLicensingMag

PUBLISHER BM Srl EDITOR-IN-CHIEF Cristina Angelucci EDITOR Sofia Li Crasti GRAPHIC DESIGN Francesca Wolfler SPECIAL THANKS TO Sara Wang. Thierry Baujard, Jennifer Lynch, Elizabeth Foster, Andrea Green, Serena Previderè PUBLISHING, ADVERTISING AND ADMINISTRATION BM Srl - Via Po, 14 - 10123 Torino, Italy Ph. +39 011 1921 1996 info@brands-media.com PRINTING TIPOLITOEUROPA DI BOTTO ANTONIO & C. SNC Via degli Artigiani, 17 12100 Cuneo (CN) - Italy The editorial staff has taken every care to obtain from copyright holders the authorization to publish the pictures in this issue. In any cases where this has not been possible, the editorial staff would like to make it known that they are available to eligible parties to settle any amounts that are owed.

The content included in this issue has been authorised and approved by the companies mentioned in every article.

Trade publication registered at ROC number 25906

@Licensing Magazine @lm_licensingmag Licensing Magazine

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CONTENTS

News

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Cover Story 18

PALWORLD ENTERTAINMENT Palworld takes Center Stage at Licensing Expo 2025

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MIRACULOUS CORP Miraculous™ at 10: A Superpowered Celebration of Courage, Friendship, & Fandom

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NELLY JELLY Nelly Jelly set to go Global with New CGIAnimated Series and International Pilot Launch at Annecy Festival 2025

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ROVIO ENTERTAINMENT Angry Birds: Hatching New Adventures in 2025 and beyond

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MAGIC LIGHT PICTURES Gearing Up for Summer 2025 with Anniversaries, Attractions, and Outdoor Adventures

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THE POKÉMON COMPANY INTERNATIONAL 30 Years in the Making: Pokémon 2025 Journey

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WILDBRAIN Building Beloved Global Franchises

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WILDBRAIN Fragmented Families: How to harness Multi- Platform Consumers with Content and Media

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DEAPLANETA ENTERTAINMENT DeAPlaneta Entertainment celebrates 25 Years of Leadership in the Entertainment Industry

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PEYO COMPANY Smurfs Movie Release unlocking New Adventures

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MERCIS Miffy at the Gallery. The Power of Art

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THE SMILEY COMPANY INTERNATIONAL It’s Time to Celebrate!

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MINECRAFT Spotlight on 2025 Licensing Plans

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ASMODEE From Global Top Games to Global Brands

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STUDIO 100 INTERNATIONAL Vegesaurs’ Ongoing Success

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MAURIZIO DISTEFANO LICENSING Excellence in Licensing: The Winning Model of Maurizio Distefano Licensing

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Interview 62

MOOMIN CHARACTERS Merging Licensing Success with Artistic Identity

Gaming 64

SPIELFABRIQUE Unlocking Global Audience Engagement through Video Games

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CONTENTS

Focus 66

THE TOY ASSOCIATION Supporting the Whole Child: Embracing the “MESH to STEAM” Toy Trend

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HASBRO Leading the Future of Play

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GLOBAL MERCHANDISING SERVICES A Global Licensing Powerhouse

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SURGE BRANDS Expanding Brands beyond Borders

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LICENSING INTERNATIONAL Staying on Top of Trends

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AMPERE ANALYSIS A Conversation about Fandom and Branding

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FANDOM Where Passionate Communities connect

LICENSING INTERNATIONAL Calibrating Licensing Strategies through Research DUBIT LIMITED What’s Next in Digital Children’s Content PRODUCTS OF CHANGE From Carbon to Contracts: What Businesses need to know about Global Climate Laws and Licensing

Focus on Germany

Trends 94

LICENSING INTERNATIONAL GERMANY Shifting Dynamics: The Evolving Licensing Industry in Germany

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BRANDMATE BRANDmate 2025: An Overview

Entertainment 90

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Focus on Asia

RUN WITH US PRODUCTIONS The Raccoons turn 40!

PLATOSHKA ANIMATION STUDIO Beadies goes Global!

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LICENSING CHINA Unveiling Trends and New Licensing Perspectives

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B.DUCK A Colorful Journey from Hong Kong to the World

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ACE FAIR Celebrating 20 Years of Innovation

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CHINA AUDIO-VIDEO AND DIGITAL PUBLISHING ASSOCIATION (CADPA) The Global Rise of the Chinese Digital Content Industry

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CHINA LICENSING EXPO The Ultimate Asian Licensing Show

Save the Date 74

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WHAT’S NEXT The Next Events to follow!

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COVER STORY

PALWORLD ENTERTAINMENT

Palworld takes Center Stage at Licensing Expo 2025 Palworld Entertainment, Inc. - the joint venture between Pocketpair, Inc., Sony Music Entertainment (Japan) Inc., and its group subsidiary Aniplex Inc., - is unveiling Palworld to potential licensing partners at this year’s Licensing Expo. Aniplex, known for its expertise in licensing and merchandising blockbuster anime properties such as Demon Slayer: Kimetsu no Yaiba, is spearheading this aspect of the joint venture. regardless of hardware - PC (Steam), Xbox, PS5, or Mac. Meanwhile, a landmark deal has been signed with KRAFTON, Inc., the powerhouse publisher behind PUBG, to develop a mobile adaptation of Palworld, with PUBG Studios spearheading the project.

The variety of platforms and cross-play provides exceptional availability for Palworld.

Now available in 69 countries and regions, Palworld is a multi-player open-world survival and crafting game created, produced, and published

by Japanese video game developer Pocketpair, which became the breakout hit of 2024 when the total number of players surpassed 25 million after only one month in release. The game was created by Takuro Mizobe, who serves as the CEO of Pocketpair.

Sony PlayStation launched the game on PlayStation 5 in September 2024, where it quickly landed in the top 10 in the U.S. and Europe and #1 in Japan.

On March 4, 2025, the Mac version of Palworld was officially made available through Apple’s Mac App Store. Later that month, Pocketpair introduced a cross-play update, allowing players to embark on adventures together

Palworld: Everywhere and InBetween

Palworld launched on Xbox Series X|S and Xbox One; available with Xbox Game Pass

Launched on January 19, 2024 on PC (Steam), Xbox Series X/S, Xbox One and Xbox Game Pass, Palworld achieved over 7 million downloads and attracted more than 2 million concurrent players on Steam within 5 days. On January 31, 2024, Microsoft reported that the game was the most-played 3rd party release on Xbox Game Pass - reaching a peak of almost 3 million daily active players on the Xbox platform.

COVER STORY

The Distinctive Appeal of Palworld

Palworld features unexpectedly charming characters with ruthless efficiency

The critically-acclaimed Palworld is a sprawling natural world that successfully blends different game genres - from monster-catching, training, and base-building to dynamic open-world adventure and survival.

Players can engage in battles using everything from bows and spears to assault rifles and rocket launchers to capture Pals who, once caught, become powerful allies. Beyond combat, players build and manage bases, assigning Pals to automate tasks like farming, crafting, electricity generation, and more.

There are more than 180 unique Pals, each endowed with unique personalities and traits to enhance the player’s adventure and help them to succeed.

But Palworld turns the traditionally wholesome creature-raising formula on its head with its satirical and sometimes darkly humorous twist.

Players can also put their Pals to work in grueling labor, trade them for profit, or even consume them for survival!

This unexpected contrast between the charming characters and ruthless efficiency makes Palworld unique and unforgettable, balancing satirical humor with high-stakes action.

Palworld Levels Up: New Content, Expansions, and more

Palworld x Terraria © Pocketpair, Inc.『Terraria / テラリア』© Re-Logic

Palworld’s momentum shows no signs of slowing down. As of February 19, 2025, the game had surpassed 32 million players across all platforms.

Notably, Version 1.0 has yet to be released and is expected to attract even more players. With a compelling package of scheduled updates and high-profile collaborations on the horizon, the latter half of 2025 and the first half of 2026 are shaping up to be a game-changing period for the franchise. The Feybreak update, released in December 2024, delivered a massive expansion that introduced an array of new content, including an expansive new island, new and interesting Pals, powerful weapons, enhanced building options, and a formidable new faction leader. The update’s release propelled Palworld back into SteamDB’s top 10.

Further fueling excitement, Palworld announced a crossover with Terraria, one of the best-selling games of all time with 58.7 million copies sold as of 2024. This collaboration will integrate elements from Terraria into Palworld, merging two beloved gaming worlds.

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COVER STORY

Limited Edition Collector Card sets sold out at Comiket in Japan, December 2024

The Palworld Booth at Bilibili World, July 2024, Featured Life-Sized Statues of Iconic Pals Other undertakings include limited-time, seasonal holiday skins, which are not only eye-catching but act to refresh designs and create a sense of urgency and exclusivity. Beyond their in-game appeal, these skins open the door to a variety of real-world merchandise opportunities.

With major expansions and high-profile partnerships on the horizon, Palworld players can expect an action-packed, content-rich year ahead.

game’s world to life.

Exclusive merchandise has also been introduced at other major fan conventions. Limited-edition plush collectibles that debuted at the Tokyo

Game Show in September 2024, followed by New York Comic Con in October 2024, sold-out allotments on each day.

Collector card sets and show exclusive accessories that launched in December 2024 at Comiket Japan, a manga event held at Tokyo Big Sight that is known to attract over 500,000 visitors, also proved incredibly popular with attendees.

Beyond the Game: Engaging Fans Everywhere

Fan demand has already led to successful direct merchandising efforts.

The first Palworld products debuted at Bilibili World in July 2024, where attendees could purchase official plushies of fan-favorite Pals such as Cattiva, Chillet, and Depresso, at the Palworld booth. The event featured lifesized statues of iconic Pals, including Quivern and Chillet, providing immersive photo opportunities that brought the

Palworld Plush introduced by Aniplex at The Tokyo Game Show in September 2024

“Palworld’s phenomenal success has ignited global enthusiasm, driving an unprecedented demand for merchandise that brings its vibrant world to life. What’s fascinating is how the game resonates differently across regions. In China, fans connect with the work-centric Shachiku Pals, sparking a wave of workaholic memes. In the U.S., players are drawn to the game’s intense firepower and action, while across Europe and Australia, creativity shines through intricate base-building and architectural videos. It’s amazing to see how Palworld continues to capture the imagination of such diverse audiences!”

Mayumi Dean

- Mayumi Dean, Global Licensing Manager, Palworld Entertainment -

COVER STORY

American comic art style desk mat made available exclusively by Aniplex Inc. in Japan

Aniplex Originals

Continuing to meet fan demand, Aniplex regional headquarters including Aniplex Inc. in Japan, Aniplex of America Inc., and Aniplex (Shanghai) Ltd. each operate online storefronts that make exclusive products, often featuring exclusive artwork and illustration created by Palworld Entertainment.

Aniplex of America is excited to announce a new AOA Originals imprint and storefront, in partnership with Palworld Entertainment, where unique and exclusive designs will be available for select Palworld products.

Palworld’s diverse gameplay appeal, merchandising strategies are tailored to different categories and business segments.

Fans drawn to the game’s combat and survival mechanics will appreciate collectibles such as detailed action figures, gaming accessories, and streetwear featuring Palworld’s rebellious imagery and battle scenes.

Fans enamored by Palworld’s charming Pals will enjoy plush toys, keychains, mini-figures, and lifestyle accessories like phone cases and stationery, while players who enjoy the base-building and crafting aspect of Palworld may be drawn to construction toys. Modular playsets and building kits inspired by in-game architecture—like windmills,

Featured character page from Palworld Entertainment’s new style guide

Join the Palworld Phenomenon At Licensing Expo, Palworld Entertainment, Inc. is engaging with potential partners across multiple product categories. Given

Chillet pod pouch

Aniplex of America Originals: Grizzbolt T-Shirt and Footwear

Marc Harrington

“Palworld exploded out of the gate in early access—we knew right away that there was something special going on. The surge in interest was massive; someone said it felt like trying to drink from a firehose. And Pocketpair recognized that, in order to continually engage fans, it would need to roll-out regular updates with new lands, new Pals, and exciting gameplay features. That consistency has helped stabilize the player base, and we’re now seeing strong, predictable engagement patterns.”

- Marc Harrington, Business Development, Aniplex of America -

farms, factories, and training facilities— will offer fans a hands-on way to bring their Palworld creations to life outside the screen.

As Palworld Entertainment continues to expand its reach, its first official style guide has been developed and will be available to all licensees and promotional partners. The style guide features key visuals, character assets (in 2D and 3D), patterns, icons, color callouts, backgrounds, composed graphics, packaging direction, and more.

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COVER STORY

Amazon’s Ultimate Gaming Setup Featuring Grizzbolt and Chillet In Fall 2024, Palworld was featured in the Amazon Ultimate Gaming Setup Festival at ZeroBase Shibuya, where players had the chance to experience the latest gaming accessories and participate in activities to win limitededition items. The event included Twitch broadcasts featuring popular streamers with product recommendations and special playlists.

During the same timing, an official Palworld merchandise store was established on Amazon Japan that made official merchandise based on the popular video game available to fans in Japan, and in some cases, accessible to order outside of Japan.

and albums, with products launching this fall. Alex Jones, Director of Private Label at Geeknet, Inc. - the GameStopowned brand behind the line - shared his excitement about the project: “We’re thrilled to bring the world of Palworld to life with a collection of fun, unique products for its rapidly growing fanbase.”

Another exciting program to mention is a collaboration with Makeship who specialize in creating collectible plushies known for detail that other companies aren’t able to easily achieve.

Makeship will release 5–8 new limitededition Pal plushies over several drops, giving fans even more ways to connect with their favorite creatures from the game. Each character comes with a reusable drawstring bag providing customers with a premium experience.

Amazon Japan’s Official Palworld Merchandise Store

Upcoming Plans and Projects

Looking ahead, GameStop and Palworld Entertainment have entered into a multi-year direct-to-retail partnership to produce a wide range of merchandise.

The collaboration will include video game accessories, plush toys, apparel, home goods, as well as collectible cards

Lamball’s soft and round appearance can fool you, but this adorable creature can be surprisingly useful… and even deadly!

In the coming weeks, Palworld Entertainment will announce new toy partners which will launch figures, accessories, blind capsules, and more for multiple territories around the world that are certain to excite fans and collectors.

With its massive player base, strong community engagement, and innovative gameplay, Palworld is poised to become a licensing and merchandising powerhouse. As the game continues to evolve with new content and partnerships, its licensing and merchandising potential will only grow, making it one of the most exciting properties in the gaming industry today.

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WILDBRAIN

Building Beloved Global Franchises With the original Millennials and Gen Z fans sharing their childhood favorites with their kids, Teletubbies and Strawberry Shortcake continue to resonate across generations.

Erin Morris, VP Global Franchise Strategy & Retail at WildBrain, shares how digital content, brand activations, and licensing partnerships play a key role in driving pop culture appeal.

Teletubbies turns 30 in 2027! How are you celebrating this milestone?

As we begin to look towards Teletubbies incredible 30th anniversary in 2027, we are celebrating the original preschool series’ unique position as a truly distinctive show - breaking boundaries by speaking to kids in their language and using words and childlike mannerisms that reflect their development.

Our commitment to these nostalgic roots frames our strategy today. We are focused on the global expansion of the brand in key markets across North America, Latin America, Asia, and Europe. Our licensing program is

Erin Morris, VP Global Franchise Strategy & Retail, WildBrain

Strawberry Shortcake Primark Collection

underpinned by an expansive content offering across all platforms worldwide, with more new content in the pipeline.

How are you leveraging social media and brand partnerships to strengthen Teletubbies’ multi-generational fan appeal?

Social and digital engagement is a key strategy in our franchise plan. We’re seeing triple-digit growth on TikTok and Instagram, thanks to Teletubbies’ playful, fun, and offbeat nature as well as a nostalgic appeal that really resonates with Gen Z. Our social strategy continues to drive fandom, coupled with a hugely successful ‘kidult’ licensing program that features collaborations with fashion brands, such as Dolls Kills and Cakeworthy, and beauty brands including Glisten Cosmetics and MISSHA. In North America, we have a solid roster of cross-category licensees including Isaac Morris, Accessory Innovations, Culture Fly, Jay Franco, Centric Brands, Taste Beauty, Concept One, Goodie Two Sleeves, BBC, High Point Designs, Loungefly, TeeTurtle, and The Loyal Subjects, and we’re excited to start bringing partners onboard globally.

How are you connecting with Gen Z beyond screens?

For Gen Z, Teletubbies has come to represent belonging and inclusiveness.

The ‘House of Teletubbies’, a multicity art and fashion tour, taps into nostalgia with stops around the globe.

Their vibrancy is an inspiration for all, appearing at many events in Los Angeles, London, Bangkok Pride, and more. The Teletubbies will continue sharing their ‘Tubby love’ around the world in 2025 and beyond, celebrating uniqueness, humor, and joy.

As for Strawberry Shortcake, could you highlight upcoming plans and projects?

Strawberry Shortcake has enduring appeal with girls, trend-setting young women, and moms embracing her nostalgic world more than ever. This year, we’re celebrating the power of friendship in a year-long campaign that puts Strawberry Shortcake’s

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Strawberry Shortcake x MyMelody x Jazwares

friends - the ‘Berry Besties’ - in the spotlight with exciting brand moments and collaborations. To support this campaign, we’re releasing brand-new classic ‘Berry Besties’ artwork and seasonal style guides, offering exciting opportunities for our existing and new licensing partners.

Our Care Bears X Strawberry Shortcake partnership with CloudoCo Entertainment has seen a line-up of co-branded capsule collections from partners, including Samii Ryan, Dolls Kill, PSD, Blank Tag Co., FYE, Cakeworthy and Sweet Peas Co., and more planned in 2025 and beyond. Additionally, Strawberry Shortcake and the ‘Berry Besties’ are teaming up with Sanrio in two new collaborations: the first with My Melody launched in Spring 2025, and a very special brand mash-up with Hello Kitty & Friends is launching in Fall.

Both collaborations feature licensed collections from leading partners, such as Jazwares, Bioworld, Loungefly, and more.

How are you leveraging digital platforms to engage audiences?

We’re seeing momentum for Strawberry Shortcake amongst our core audiences, with engagement on social channels

Teletubbies x Missha Skincare Line

rapidly growing to drive worldwide sales of licensed products. Social and digital is a huge focus for us, and it is paying off. YouTube statistics for 2024 placed Strawberry Shortcake as the second most viewed channel among our competitive set, while follower figures and fan engagements for our Instagram and TikTok channels are seeing tripledigit growth.

Any updates on recent retail and licensing partnerships?

Strawberry Shortcake is experiencing solid placement and sales across all retail channels, particularly in the U.S. and Canada. Specialty partners like Teletubbies x Teddy Fresh

Box Lunch and Hot Topic have enjoyed strong sell-throughs with Strawberry Shortcake. Additionally, trend leader Five Below saw the launch of an extensive cross-category range in stores nationwide. Growth is accelerating in other countries, with Primark launching this month in the UK, and Riva in the Middle East.

We’re also driving category expansion, such as in health and beauty with Scentbird’s iconic fragrance and Celavi’s self-care line, and in consumables with Kung Fu Tea’s flavored bubble teas and FYE’s candies and sodas. Additionally, Strawberry Shortcake is thriving in fashion and home with multiple partners, including Mad Engine, Issac Morris, Hybrid, Loungefly, Accessory Innovations, Jay Franco, Concept One, Handcraft, Ground Up, BBC, Skinnydip, and more.

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WILDBRAIN

Fragmented Families: How to harness MultiPlatform Consumers with Content and Media WildBrain’s Emma Witkowski and Lara Ilie break down the opportunities for brand owners to reach families in today’s media landscape.

In today’s dynamic media landscape, parents and their digital-native offspring expect seamless, multiplatform experiences that connect them to IPs they love. Whether a brand started on screen or not, now every brand is required to build meaningful connections with families through content on screens of all sizes. Crossplatform advertising strategies to engage with this new reality can extend engagement far beyond the screen.

“Traditional advertising no longer fits

Emma Witkowski, VP Media Solutions, WildBrain

“Brand owners can no longer overlook this shift.

Family bonding over content and games is fuelling conversations, strengthening fandoms, and ultimately shaping purchasing decisions. This deep engagement extends beyond the screen, driving families to connect with brands through products and experiences.”

- Emma Witkowski, VP Media Solutions at WildBrain -

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In fact, over 70% of parents have made purchases based on integrated brands they’ve seen when watching video content or while gaming with their kids.

channels delivering quality content round the clock,” added Ilie. “For advertisers, it’s a direct way to target their core demographic.”

FAST, YouTube and the CrossPlatform Strategy

WildBrain empowers brands to optimize their business dollars with strategies to reach this critical audience at scale where they’re watching, offering an unmatched advertising inventory against premium, broadcast-quality IP. YouTube offers equally important advertising opportunities—WildBrain’s deep experience and broad network of channels gives it a sizable advantage in the space, with 17 billion minutes watched per month on its channels.

As with FAST, brand owners, licensees and retailers can run targeted media campaigns across YouTube to engage their fan community. This advertising only shows up on premium kids shows and channels we operate.

Today’s audiences are fragmented. Kids and families move seamlessly between entertainment platforms, making omniplatform strategies vital for brands to reach them wherever they’re watching.

“In this fragmented environment, FAST and AVOD offer a space for brands to directly target family audiences,” said Lara Ilie, VP, AVOD and FAST at WildBrain.

Lara Ilie, Vice President AVOD and FAST, WildBrain today’s licensing and retail model,” says Emma Witkowski, VP Media Solutions at WildBrain. “Families engage across multiple platforms—brands must do the same to stay relevant.”

WildBrain’s in-house Media Solutions team empowers brands to connect with audiences through premium and bespoke advertising solutions across the most popular family platforms, including YouTube; Connected TV offerings, such as FAST (Free adsupported TV) and AVOD (Ad-supported Video on Demand) channels; and gaming. Media Solutions is a key element of WildBrain’s Audience Engagement pillar, which covers all forms of distributing and connecting content with global family audiences— part of a 360° offering alongside Content Creation and Global Licensing.

The Power of Shared Viewing

WildBrain’s recent research, “The Connected Family: Screen Time is Bonding Time”, reveals that today’s parents are turning to shared screen time and gaming to form meaningful bonds with their kids, ranking screen time to be their third-most important bonding activity, just behind mealtime and traveling together. It’s not just passive viewing—89% of parents are actively watching the same screen as their children during these moments.

“Brand owners can no longer overlook this shift,” says Witkowski. “Family bonding over content and games is fuelling conversations, strengthening fandoms and ultimately shaping purchasing decisions. This deep engagement extends beyond the screen, driving families to connect with brands through products and experiences.”

WildBrain is the world’s leading distributor of FAST channels in the kids’ and family space, with approximately

“FAST continues to gain traction as a destination for fans with single IP channels delivering quality content round the clock. For advertisers, it’s a direct way to target their core demographic.”

- Lara Ilie, VP, AVOD and FAST at WildBrain -

150 channels launched across leading platforms. WildBrain’s FAST slate doubled viewership last year, achieving approximately 15 billion minutes of watch time across its channels globally in 2024.

“FAST continues to gain traction as a destination for fans with single IP

Shifting Ad Dollars to Digital in a Brand-Safe Way

WildBrain’s advertising offering is COPPA- and CARU-compliant, ensuring controlled ad placements against premium, broadcast-quality IP on leading digital channels, delivering brand campaigns effectively, responsibly and safely.

Media Solutions empowers brand owners to maximize shared screen time and cross-platform strategies, effectively driving brand awareness by engaging kids and families across their favourite platforms.

“WildBrain are trusted partners to leading toy and entertainment companies. Our strategies help to bridge fans, content and brands, driving 360-degree success,” said Witkowski. “As pioneers in familyfocused advertising, we’re shaping the future where IP owners, brands, licensees and retailers can engage with audiences in a responsible and meaningful way.”

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Ignacio Segura de Lassaletta, CEO at DeAPlaneta Entertainment

DEAPLANETA ENTERTAINMENT

DeAPlaneta Entertainment celebrates 25 Years of Leadership in the Entertainment Industry 2025 marks a major milestone for DeAPlaneta Entertainment: the 25th anniversary of the company’s founding, a joint venture of Grupo Planeta and De Agostini.

Over the past quarter century, DeAPlaneta has established itself as a cross-sector leader in the entertainment industry, distributing Academy Awardwinning films such as The Pianist, The King’s Speech, and 12 Years a Slave, alongside box office hits like Saw, The Physician, and Conclave. It has also ventured into production with successful series including Detective Touré, What Are You Waiting For?, and the feature film Who’s Who?. These achievements were celebrated at a special gala on April 9 at Madrid’s Real Teatro de

Retiro, bringing together the company’s team, partners, and key players in the entertainment world.

Through its Kids & Family division, DeAPlaneta Entertainment has built a catalog of over 1500 episodes of children’s series, translated into more than 30 languages. This global reach reflects the strong performance of its international offices in Italy, France, Germany, and Central and Eastern Europe, where it manages successful IPs such as Gormiti, Care Bears, and

Unicorn Academy across a wide range of markets. This success is also the result of enduring relationships with strategic partners, leading to licensing and co-productions of global phenomena like Miraculous Ladybug, and representation in Europe of The Jim Henson Company’s prestigious catalog, featuring titles such as Dinosaur Train, Pajanimals, Dot., and the iconic Fraggle Rock series. The company also manages rights for Grendizer U – a modern reboot of the anime classic that introduced an entire

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those who enjoyed them as children and today’s young audiences.

Recent Milestones and Upcoming Projects

generation to mecha and the distinctive aesthetics of Japanese animation – across various European countries, Latin America, and North America.

Outstanding IPs capturing Hearts: MILO and Maya the Bee

DeAPlaneta’s commitment to delivering high-quality and engaging content is best exemplified by MILO, an in-house production currently preparing for its third season. Featuring a cheerful kitten and his friends Lofty and Lark as they explore the world’s many vocations, MILO has become a contemporary reference in global preschool animation, now airing in over 170 countries and, as of 2024, also broadcast in the United States through PBS Kids.

The 25th anniversary of DeAPlaneta Entertainment coincides with the 50th anniversary of Maya the Bee, commemorated with the launch of a dedicated pop-up channel on Samsung TV Plus and Pluto TV, a special anniversary logo, and a series of events and activations in Spain and Italy.

These initiatives celebrate the beloved character who represents curiosity, respect for nature, and the joy of

discovery among friends—qualities that have enchanted generations of viewers.

Maya the Bee is part of DeAPlaneta’s portfolio of timeless IPs that span generations, including David the Gnome, Heidi, The Smurfs, and Dogtanian and the Three Muskehounds – series that create shared experiences between Wonderpals

DeAPlaneta Entertainment embodies the legacy, present, and future of family entertainment. In recent years, the company has pioneered the use of emerging formats and platforms, notably distributing content via FAST (Free Ad-Supported Streaming Television), a key area in the development of accessible, tailored viewing experiences.

The company also continues to explore the frontiers of gaming, immersive media, and transmedia storytelling through original IPs like Magic Lilly and Wonderpals. The latter, set to premiere in 2026, is based on one of the most recognizable NFT collections from the Web3 ecosystem.

The wide array of brands under the DeAPlaneta Entertainment umbrella is united by a single vision: putting audiences first and delivering the best and most engaging entertainment experiences. This guiding philosophy has shaped the company’s journey over the past 25 years and continues to drive its ambitious roadmap for the future.

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Savage Fenty x Smurfs Limited-Edition Movie Collection

PEYO COMPANY

Smurfs Movie Release unlocking New Adventures

by Sofia Li Crasti Expected to land in theatres on July 18, 2025, the new Smurfs movie unlocked a set of exciting partnerships and initiatives. As anticipation for the movie release builds, the Smurfs spread their legacy around the world with a wide range of outstanding new collaborations.

With the direction of Chris Miller, the new Paramount Pictures and Paramount Animation movie will bring the beloved Smurfs into a brand-new adventure to save Papa Smurf from the evil wizards Razamel and Gargamel, who mysteriously kidnapped him. With an all-star voice cast including popstar Rihanna, playing Smurfette, and John Goodman as the voice of Papa Smurf, the movie was presented at the Annecy Animation Festival 2024, with Peyo’s original comics laying the groundwork for the film’s animation and production – handled by Nickelodeon Animation Studio and Cinesite.

Exciting Smurfy News

The upcoming movie release has led to a wide range of new partnerships, products, and initiatives – including

the launch of an official page in the Nickelodeon Amazon store, featuring both exclusive movie-inspired products and classic items.

After winning the Bologna Licensing Trade Fair Awards 2025 in the category Best Fashion Project for Kids with The Smurfs x Emporio Armani Summer Collection, the Smurfs are now set to make waves with their latest fashion collaborations.

Savage X Fenty, the beloved brand by Rihanna, is partnering with the Smurfs for a limited-edition movie collection that includes an ultra-cozy hoodie in medium heather grey and cloud spun blue, bralette and short sets in soft cotton, a cloud spun blue sweat suit, and boy shorts.

A recent partnership with South Korean

Puressentiel x Smurfs Baby Healtcare Line Weekend Gear masterfully blended the iconic Smurfs blue with streetwear to produce a new Spring/Summer collection, showcasing the Smurfs’ bright and cool vibe. Additionally, Mango is leveraging Smurfs graphics in a new collection for children, featuring cozy outfits in soft and breathable fabrics.

The Smurfs are partnering with Puressentiel for a baby healthcare line, including cough syrups, sprays, and balms to offer natural, smurfy remedies to little ones’ winter woes. The Anti-Bite and Respiratory lines, in the Smurfs signature colors, provide children with effective solutions, leveraging the expertise of dermatologists and pediatricians, as well as Smurfs’ tenderness.

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confetti burst upon each opening of the miniature house - as well as a plush line and the Papa Smurfs Magic Lab Playset, equipped with an openable suitcase and book and a 5.5 cm Smurf figure.

Solitaire Grand Harvest by Playtika, the top solitaire game in the U.S., has welcomed Smurfs characters in its charming farm, allowing players to find Smurfs, Gargamel and Azrael alongside the game’s beloved protagonists and help the Smurfs build their new village.

Moreover, a special joint collection album will bring the Smurfs and the game’s farm animals together, packed with exclusive card sets.

Live Experiences celebrating the Smurfs’ Legacy

Puressentiel x Smurfs Kids Healtcare Line In the food and beverage sector, SanLucar features the iconic blue characters on their Nature Bowl, blueberry smoothie, and blueberry plant. As part of the movie promotion, five special golden Smurfs have been inserted within selected Nature Bowls, allowing the lucky consumers to win a trip to Spain to learn about traditional blueberry cultivation and take part in the harvest.

In the U.S., Cove recently launched the Cove Smurfberry Probiotic Soda - an organic, zero-sugar blue raspberry soda, packed with probiotics. The vibrant can, featuring the signature smurfy blue color and graphics of the Smurfs, offers not

just a unique taste experience but also an eye-catching visual appeal.

In the Toy sector, PUPPY unveiled a precious expansion to its wide range of Smurfs collectibles: a new vinyl Smurf model with flocked clothing for a soft, fabric-like feel. Puppy’s collection includes colorful vinyl Smurfs in black, yellow, and red to celebrate Smurfs’ Belgian roots, as well as a gold, silver, and bronze line.

Master toy partner Giochi Preziosi Smurf toy lines include six Smurfs houses, in bold and vibrant colors - each complete with a 5,5 cm Smurf and a rechargeable mechanism that triggers a

Smurfs delighted their audiences with amazing live events blending entertainment, sports, and charity to create unforgettable themed experiences.

Last February, Smurfs surprised their Taiwanese fanbase with two Smurfs Fun Runs in collaboration with Pacific Licensing Taiwan. Kaohsiung City saw the participation of 1.550 runners, while the event in Miaoli City gathered a total of 1.454 participants.

With over 2 million visitors across Europe, The Smurf Experience debuts in the U.S. on May 7, at Arlington’s Esports Stadium, Texas, for an immersive experience available until the end of Summer. Featuring nine mission-based zones with obstacle courses, virtual reality adventures, beloved Smurfs characters, and more, this unique 13.000 square foot attraction is bringing Smurf Village to life.

Giochi Preziosi Papa Smurfs Magic Lab

The new Smurfs movie by Paramount Pictures will hit theatres on July 18, 2025

For any further information, please visit www.smurfbusiness.com/

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MERCIS

Miffy at the Gallery: The Power of Art Born in 1955 as a father-toson bedtime story, Miffy has since captivated children and adults alike and turned out to be Dick Bruna’s most popular character, featuring in more than 30 books. Now, a new artinspired Miffy book by Mercis Publishing and Thames & Hudson UK is set to inspire the next generation of artists.

When Dick Bruna started creating picture books (his first book the apple was published in 1953 and the first Miffy book in 1955), his illustrations were new and innovative, and his style disruptive. In a time when children’s books featured mostly detailed

illustrations and often moralistic stories, he created simple and clear images that had the same effect as posters, and small stories that left plenty of room for the readers’ imagination. And by doing so, he inspired future artists, just like Dick Bruna had been inspired by other artists.

The book miffy at the gallery, created

by Dick Bruna in 1997 and published by Mercis Publishing in the Netherlands, was an immediate success. In the book, Dick Bruna depicts Miffy visiting an art gallery with her parents. Despite her young age (“Too small, said miffy, no I’m not - I’m really big and tall!”) she learns about art and enjoys what she sees. In the book, Dick Bruna actually shows us his own sources of inspiration: Matisse, Calder, the De Stijl movement.

In 2008, Mercis Publishing teamed up with Tate Publishing (London, UK) to co-create miffy the artist, which is still in print both in the Netherlands and the UK. The miffy the artist series has since expanded with a lift-the-flap board book, an activity book, and a jigsaw story book.

This shows that Miffy is not only a popular children’s book character and licensing property, but that she is able to move from books to museums, to introduce children to art. This can also be seen in the Miffy Museum (founded in 2006) that receives visitors from all different kinds of backgrounds, many

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In these pages: Illustrations Dick Bruna © copyright Mercis bv, 1953-2025. Henri Matisse, The Sheaf (La Gerbe), 1953, Collection of the University of California, Los Angeles. Hammer Museum. Gift of Mr. and Mrs. Sidney F. Brody. visiting a museum for the first time in their lives. Being able to close what is often felt as a gap between higher and lower culture, makes Miffy stand out from other characters, whether these originate from books or merchandise.

When the Rijksmuseum in Amsterdam, the Netherlands, approached Mercis Publishing to create a book for the very young to coincide with the Year of Rembrandt in 2019, the company took the opportunity to create a book to introduce children to look at art. Aiming at initiating an interest in art among toddlers, the company encouraged readers to discover similarities and differences between Dick Bruna’s illustrations and the work of Rembrandt.

The book miffy x rembrandt received a gold medal in the category Best PreSchooler Book 4-6 Years in the Junior Design Awards. In 2023 miffy x vermeer was published on the occasion of the Johannes Vermeer exhibition at the Rijksmuseum.

The next title in this series miffy x rijksmuseum, featuring highlights of

the museum’s permanent collection, is due to be launched in June this year to th celebrate Miffy’s 70 birthday.

miffy and the artists

Following the success of these books and building on the positive feedback from readers, experts and press alike, Mercis Publishing started exploring new options with well-known art book publishing house Thames & Hudson UK. Together, they created a book to introduce young children to some of the world’s most iconic artists: miffy and the artists. Using clever pairings of Dick Bruna’s illustrations with these well-loved works of art, the book neatly captures the essence of each work - a warm welcome into the world of art for young children and their families.

Dick Bruna had shared his enthusiasm for miffy the artist, created by Mercis Publishing and Tate Publishing. This new publication, a delightful portrayal of the art that influenced his own work, is now set to inspire the next generation of artists worldwide.

Miffy Turns 70!

Following a successful year marked by multiple awards and exciting new partnerships, in 2025 the iconic brand celebrates its 70th anniversary, marked with major promotion and extensive media coverage. In 2024, the Miffy x Cath Kidston range earned joint silver at the Junior Design Awards and previously won at the 2024 Licensing Awards, reflecting both critical acclaim and strong consumer demand, with the collection’s first launch selling out quickly. Relaunched and expanded for the autumn/winter season, the collaboration blends Cath Kidston’s floral charm with Miffy’s iconic simplicity. Licensing deals with Blueprint Collections and The Carat Shop and product expansions from partners like Blade & Rose, Dennicci, and Skinnydip highlighted the brand’s broad appeal across generations, from toddlers to teens and adults, with strong traction in fashion and accessories. While celebrating these milestones, Mercis managing Dick Bruna’s copyrights worldwide since 1971 - remains dedicated to ensuring that every product featuring the beloved Miffy aligns with the author’s original vision and core values.

For any further information, please visit: https://www.miffy.com/

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Backstory: The Success of Self-Expression

Adidas SmileyWorld Sportswear Collection

THE SMILEY COMPANY INTERNATIONAL

It’s Time to Celebrate!

by Sofia Li Crasti The Smiley Company is ready to celebrate 30 years of Smileys in 2027. After marking its 50th anniversary in 2022 with an outstanding global campaign, the company is now set to spread positivity and emotional connections once again, through impactful anniversary initiatives.

Starting as a single Smiley icon, The Smiley Company has undoubtedly become a cultural icon, growing into a roster of brands that champions emotions, creativity, storytelling, and innovation.

The 2022 Smiley campaign celebrating the company’s 50th Anniversary reached billions of people around the world once more testifying the company’s expertise and dedication to have an impact within the industry. Now, The

Smiley Company is getting ready to celebrate the 30th anniversary of Smileys in 2027, with an even more remarkable set of initiatives, highlighting the brand’s increasing role as a cultural phenomenon fostering emotional expression and creativity.

The “Express Your World” Anniversary Campaign

The Express Your World anniversary campaign will be centered around individual expression, spreading the company’s values of positivity and joy and allowing everyone to get involved in the celebration. The campaign, blending digital and physical activations and opportunities, will join the past and future of the brand through initiatives appealing to both new generations and traditional fans.

Major new collaborations in animation, music, and video games will drive the creation of unique content, supported by a marketing campaign involving partners and promotional agencies to launch resonant consumer products.

Retail activations, including department store chains, pop-up shops, and

Smileys’ history dates back to 1997, when Nicolas Loufrani expanded his father’s legacy by adapting the iconic Smiley. He saw the potential of Smileys to express emotions and replace words, sparking a global communication revolution: today, billions use emoticons based on his creations in messaging, emails, and social media. Over the years, he created thousands of Smiley icons, encompassing more than 20 categories. Originally starting with the brand SmileyWorld, the collection has now grown to include Mini Smiley, a preschool brand, and S.W.Smiley, which features a bolder art direction targeted at young adults.

Each brand uses a different style, to resonate deeply with its audiences. Moreover, the Smiley Company’s Future Positive initiative is dedicated to promoting sustainability within the licensing industry, crafting products made with responsibly-sourced materials reducing harmful environmental impact.

high street brands, will enhance the brand’s appeal, with a rich archive of icons, characters, and graphic styles offering countless collectible opportunities. Digital partnerships that celebrate internet culture will acknowledge the brand’s legacy as the first digital IP phenomenon, and a global communication campaign will promote positivity and connection with both existing and new audiences - facilitated by global PR and advertising agencies across the USA, Canada, France, Italy, the UK, Germany, Spain, Mexico, Brazil, GCC, India, China, Korea, Japan, Australia, and New Zealand.

What’s New: Licensing and Sustainability

While getting ready for celebration, The Smiley Company keeps on working with its partners to reach new audiences, encouraging creativity and sustainable practices.

Last February, Adidas launched the Smiley Originals collection for both adults and kids, reinventing classic styles with the iconic Smiley and SmileyWorld graphics: many pieces

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To learn more about how to get involved in the celebration, please contact: Sales@smiley.com

Smiley Future Positive Collection by Anya Hindmarch feature a special Adidas trefoil, reimagined with Smiley’s icons.

Moreover, the SmileyWorld Sportswear Collection, exclusively for kids, includes

training T-shirts, hoodies, and pants with an exclusive SmileyWorld logo integrated into classic Adidas branding.

Anya Hindmarch recently launched

a brand-new Smiley Future Positive Collection, combining Smiley’s uplifting iconography with Hindmarch’s signature style, marking 10 years of collaboration.

This new sustainability-driven collection includes a “I Am A Plastic Bag” Pochette Wink, a “I Am A Plastic Bag” Zipped Tote Wink, and an Ear Pods Pouch Wink, all realised in recycled canvas and smooth eco leather.

Smiley Future Positive also joined MoEa, the pioneering sustainable sneaker brand, for a limited-edition collection including three exclusive sneaker models: GEN1, GEN7, and GEN8, each crafted from MoEa’s plantbased materials - grapeskin, cactuskin, appleskin, cornskin, and pineappleskin.

Delving even more into its environmentally friendly purposes, Future Positive - nominated by the Licensing International Excellence Awards in their Best Sustainability Initiative category - launched an exclusive tour to promote more sustainable practices in fashion and retail. Partnering with Klépierre, the European leader in shopping centers, the tour - landing in five French malls - is aimed at inspiring consumers to adopt more sustainable consumption habits.

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A Minecraft Movie (2025)

MINECRAFT

Spotlight on 2025 Licensing Plans Mojang Studios, creator of Minecraft, returns to the Licensing Expo to present the latest of the Minecraft world: the release of A Minecraft Movie, new collaborations with global brands, a new slate of licensing partners, and more.

A Minecraft Movie premiered worldwide on April 4 from Mojang Studios, in collaboration with Legendary Pictures, Warner Bros., and Vertigo Entertainment.

Directed by Jared Hess, the movie features an all-star cast, including Jason Momoa, Jack Black, Emma Myers, Danielle Brooks, Sebastian Eugene Hansen, and Jennifer Coolidge. With a $313M opening, A Minecraft Movie topped the global box office and set a new record for video game adaptations - with this year’s U.S. biggest debut at $163M.

A Minecraft Movie Licensing Focus With over 200 worldwide licensees onboard, Minecraft promises to further expand the brand’s appeal in 2025 and beyond, leveraging innovative new products and immersive experiences.

An extensive promotional effort by Warner Bros. is set to engage fans globally and drive excitement for the film through immersive brand integrations.

From global to targeted market promotions, the campaigns began running in January and will continue through June.

Global partners include Adidas with apparel, footwear, and accessories; NYX Professional Makeup with a limitededition film-themed makeup collection; and McDonald’s with a co-branded film campaign including themed Happy

Hanna Willis, Director, Minecraft Consumer Products at Microsoft

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Foundation®, which is dedicated to contributing to a more sustainable future.

In the U.K., Doritos, Walkers, and GoHenry are involved with limitededition debit cards, while Albert Bartlett focuses on on-pack promotions.

Families in the Nordics will experience film-themed premiums by Scandic Hotels. In the EMEA, Yum Yum Peanut Butter and Hisense lead product giveaways, whereas Virgin Megastore showcases a themed collection and Carrefour offers trailer play in stores.

Oreo x Minecraft Limited-Edition embossed cookies Meals, digital activations, collectible items, and a special movie-themed Meal.

Among multi-market partners, Doritos with a Doritos Goes Square campaign; Oreo with themed embossed cookies in limited edition and co-branded packaging, Oreo Goes Square PR campaign, AR experience, and sweepstakes; and a Samsung 360° campaign including gaming activations, retail experiences, and exclusive movie zones across Europe.

In the U.S., Poppi features limitededition 4-packs with characters from the film, limited-edition can designs,

cubic in-store retail displays, and a $15 Fandango Movie Reward with the purchase of four 4-packs.

Zarbee’s created a $13 Fandango movie ticket offer with the purchase of two Zarbee’s products; Acorns Early developed 4 Custom movie-themed debit cards and campus ambassador promotions, joined by Grown in Idaho with film-themed sweepstakes for a VIP trip to Hollywood and Warner Bros.

Studios, a private screening of the film, and in-store retail signage.

Additionally, WK Kellogg’s® launched Kellogg’s Frosted Flakes, inspired by the movie release. The partnerships include a donation to the Arbor Day

Throughout Latin America, Naranjo Mall provides experiential promotions, while in Mexico, Telcel drives ticket giveaways, and Tigres Football Club hosts fan engagement events, joined

by Herdez and Cemex with tickets and experiential giveaways.

Brazil’s contributions include Open English’s educational integration and Biscoitte’s themed cookies, alongside ticket giveaways from iByte and Dufry.

In the Asia-Pacific, UMobile promotes screening tickets, Sunway Malls offers themed experiences, and JD.com runs targeted promotions. Smiggle features a movie-inspired stationery line, Uber Eats hosts ticket giveaways, and Ajinomoto offers premium giveaways on selected products.

In Australia and New Zealand, Westfield malls host movie pop-ups, while Smiggle and EB Games focus on themed product giveaways and social media promotions. In China and Hong Kong, Pringles features special edition packs, Sinopec runs gas station promotions, and New Town Plaza hosts on-site activations. AIMA Scooters and Mini BMW offer cobranded packaging and experiential and ticket giveaways.

Minecraft x Lego Woodland Mansion Fighting Ring

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key partners. Moreover, Jay Franco and Sons feature bedding and home décor, Jada Toys develops metal figures, and Golden Link is a key partner for intheatre concessions.

Extensive product lines by retail giants like Walmart, Target, Primark, C&A, Carrefour, Hamleys, Suburbia, Toys ‘R’ Us, RiHappy, Walmart Mexico, EB Games, and Smyths are bringing Minecraft to life beyond the screen.

Recent Launches and New Global Partnerships

From Blocks to Brands: Merchandising Collabs

Over 50 licensing partners worldwide are launching a diverse range of Minecraft merchandise to support the movie release, spanning multiple categories.

Toy novelties include LEGO Ghast Balloon Village Attack and Woodland Mansion Fighting Ring playsets and

“The debut of A Minecraft Movie has been a milestone for our global community. Through a comprehensive merchandise campaign and key brand collaborations, we’ve developed unique ways for audiences to engage with the film beyond the big screen. As we look ahead to 2025, we’re excited to continue expanding the Minecraft universe in fresh and innovative directions.

- Hanna Willis, Head of Consumer Products -

Mattel’s action figures and plush line, featuring a Click and Switch Sword Pickaxe Role-Play 2-in-1 Toy and a Minecraft Blast Attack Ghast Action Figure.

Among publishing partners, Insight Editions will develop a Making Of art book, Random House Worlds will release a movie-inspired coloring book, and Farshore and RHCG feature a junior novel, activity book, and the first Minecraft Little Golden Book. PEZ created a limited edition dispenser inspired by the movie character Steve.

For apparel and sleepwear collections, Bio World International, Mad Engine, Isaac Morris, and Centric Brands are

Mad Engine Minecraft Collection

Minecraft recently developed multiple collaborations to support the brand.

Recent launches include Fossil’s 6-piece Minecraft collection, available online and in stores, blending gaming nostalgia with premium accessories. The Grass Block and the Deep Slate collections include a watch, leather wallet, and bracelet, with the latter offering a darker, sleeker take.

A collaboration with Crocs brought the blocky world of Minecraft to Crocs with adult and kids’ styles, and a second wave will feature a new biome-inspired design along with fun, collectible novelty Jibbitz.

Cufflinks developed a 12-piece Minecraft collection, offering a subtle, stylish nod to Minecraft fandom with dress socks, ties, cufflinks, and tie clips, featuring designs inspired by the iconic Creeper. Perfect for adding a touch of gaming culture to formal wear, this is the first of multiple collections planned.

Razer introduces a gaming gear collection inspired by Minecraft’s pixelated world, each featuring an ingame creator item, including Kraken V4 X Headset, Cobra Wired Gaming Mouse, BlackWidow V4 X Keyboard, and Gigantus V2 Mousepad.

In addition, Dairy Farmers of America is

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Minecraft attends the Las Vegas Licensing Expo with a dedicated booth (Booth #s J108, J110, J112).

For any further info, please visit https://www.minecraft.net/ en-us

supplies to fans, offering themed decorations and essentials.

For the Health and Beauty sector, Bandai (Japan) will launch a new collection in September, featuring dental care, plasters, and shampoo. In Mexico, Grisi is set to release shampoo, conditioner, and hair gel, while Cool&Good will introduce dental care products in July, and Brazilian Condor is expanding into hair and oral care. In Europe, World Cart will launch facial tissues and paper towels.

The movie-inspired coloring book by Random House Worlds launching a variety of Minecraft-inspired regular and flavored milk, including vanilla-flavored green milk. Home Chef is debuting Minecraft-inspired meal kits, Send a Cake is creating a Minecraftinspired cake gift, and the Woobles will launch their second line of crochet kits.

Moreover, Minecraft recently signed new partnerships with an extensive roster of licensees globally - spanning through Games, Home and Lifestyle, Beauty and Healthcare, and Food.

Merchant Ambassador is set to launch tabletop games and pinball machines in August 2025, bringing interactive entertainment to fans worldwide. In Europe, Ypernova will soon introduce

pet accessories and toys, while Halantex rolled out a camping gear collection in March.

In Mexico, several partners are expanding themed lifestyle and home products. Maki House recently launched a bedding collection, while Flying Wheel will introduce camping gear, scooters, and skateboards that same month. Grupo Control DSW will develop apparel and accessories, and Carnaval will offer both apparel and homeware.

Best Trading is bringing a stationery collection to market.

In Japan, Inagaki is launching a crafting and arts collection, while MIC Eyewear will introduce eyewear and accessories.

In Brazil, Festcolor will bring party

“Minecraft’s global licensing program continues to flourish, and we’re thrilled to welcome such a diverse array of new partners. With more than 200 licensees worldwide, we’re expanding the brand in exciting and innovative ways, ranging from fashion and consumer electronics to home products and food and beverage.

These collaborations embody the creativity and passion of the Minecraft community, enabling fans to integrate their love for the game into every part of their lives” - Hanna Willis, Head of Consumer Products -

Fans can look forward to an exciting range of themed food and beverage offerings as well. In Italy, Verdemente is launching burger buns, and San Carlo will introduce potato chips in September.

Marumiya (Japan) launched rice toppers and curry pouches in February.

In the UK and France, Finsbury Foods will debut celebration cakes in June.

In Australia and New Zealand, Norco launched flavored milk and ice cream, and Nibblish is set to introduce healthy fruit snacks.

Across Europe, Maspex is launching a cereal, pasta, and jam line in June; in the same month, Tasty & Unique (EMEA) is rolling out cookies and snack foods, and Brazilian Tial will introduce dairy products.

Entertainment News

Minecraft and Netflix are teaming up for a brand-new CGI-animated series set in the iconic blocky universe, debuting exclusively on Netflix. Produced by Mojang Studios and Netflix and currently in development at WildBrain, the series will introduce an original story with fresh characters, offering a new perspective on the Minecraft world.

Mojang Studios also introduced Minecraft Experience: Villager Rescue - the first-ever immersive Minecraft attraction - which debuted Fall 2024 in Dallas, Texas. Now expanding internationally, the experience launched in the UK on April 4, 2025, at the new exhibition venue Corner Corner in London. With further expansions planned across the U.S. and Europe, this immersive experience continues to bring the beloved game to life for fans worldwide.

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MIRACULOUS CORP

Miraculous™ at 10: A Superpowered Celebration of Courage, Friendship, & Fandom Miraculous™ - Tales of Ladybug and Cat Noir, produced by Miraculous Corp, a joint venture between Mediawan and ZAG, has thrived over the past decade thanks to its captivating storytelling and visually stunning animation.

The wide accessibility of the Miraculous™ series on major global platforms including Disney Channel, Disney+, TF1, Globo, and Netflix reaches millions of fans worldwide.

In the sixth and newest season, Ladybug, guardian of the Miraculous, has assembled a new team of holders ready to fight by her side against a formidable new foe. The characters have grown and evolved while the storyline continues to weave together themes of courage, personal empowerment, romance, and the delicate balance of secrets and deception among friends, ensuring Miraculous remains as engaging and emotionally rich as ever.

Roz Nowicki, Global Head of Consumer Products

Former Netflix and CoComelon executive Andy Yeatman is the company’s CEO with a mission to supercharge the brand for the next decade, including a major

Ashley Depp, SVP of Marketing and Franchise

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content expansion that will include new specials and spin-off series introducing fresh characters, settings, and adventures. He leads a newly installed management team that includes Mattel, Peanuts, and 20th Century Fox alumn Roz Nowicki who serves as Global Head of Consumer Products with oversight of a team of regionally based consumer products executives as well as gaming, led by Elinor Schops, and live events, led by Eva Rodriguez.

Former Paramount Pictures and Universal Pictures Consumer Products exec Ashley Depp is the company’s SVP Marketing and Franchise, charged with amplifying the brand’s narrative and voice and implementing a diverse range of consumer marketing initiatives including surprise yet-to-be announced 10th anniversary celebrations.

Across the globe, a powerhouse team of seasoned consumer products executives drive the global expansion of the Miraculous™ brand, forging dynamic partnerships with top-tier licensees, retailers, and promotional allies. With a strong slate of product launches already underway, here’s a snapshot of what lies ahead as the brand celebrates its 10th anniversary.

Ladybug’s Timeless Magic across North America and beyond!

Lisa Foster leads the company’s operations across North America, collaborating directly with licensing partners and working closely with Gaye Dean, who heads retail initiatives. She also manages key global partnerships, including Playmates Toys—the master toy partner—and drives the company’s global

Lisa K. Foster, SVP of Consumer Products North America and Global Toy & Publishing Strategy publishing strategy.

“Our executives bring a wealth of expertise, visionary thinking, and a deep passion for storytelling and brand innovation to Miraculous Corp. Their leadership reinforces our commitment to delivering engaging content and unforgettable experiences for fans worldwide for the next decade.”

- Andy Yeatman, CEO Miraculous Corp USA and Global Operations-

Andy Yeatman, CEO, Miraculous Corp USA and Global Operations

Upcoming global launches for Miraculous™ include an exciting 2025 toy line, including the Miraculous™ Ladybug 10th Anniversary LimitedEdition Collector Doll—a beautifully crafted 10.5-inch figure that embodies Ladybug’s heroic spirit, as well as a collectible line, the Miraculous™ Kwami Stack Shack Surprise. Additionally, PLAYMOBIL will release six new SKUs in their distinctive style this summer, including the T&S Boulangerie, the family bakery. In global publishing, Insight Editions is launching the Official Miraculous™ Cookbook in July, while Kodansha will release the Complete Manga Omnibus for holiday 2025, featuring all three best-selling manga volumes.

Miraculous™ Ladybug 10th Anniversary Limited-Edition Collector Doll

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including Big Picture Licensing and Retail Monster (UK), TF1 (France), CPLG (Germany), and Grupo Planeta (Italy, Spain, and EEC) to strategically extend the brand’s footprint across the region.

Official Miraculous™ Cookbook from Insight Editions

Europe is abuzz with new publishing launches this year. Blue Ocean is launching a robust collectible sticker and sticker albums program, while Aldi’s Book “n” App promotions top the charts in their format and target demographic.

In France, Hachette is set to roll out episode adaptations from season six as part of its Hachette Bibliothèque Rose line this April. Meanwhile, a new multi-year deal with Anaya will bring translated versions of these titles to Spain. In Poland, HarperCollins Polska is preparing to debut three brand-new titles this year.

In North America two new volumes of the Miraculous™ Chibi graphic novels from Papercutz launch this summer.

And, coming soon in the U.S., season six Halloween costumes will be available from Spirit stores; a high-quality fantasy apparel and accessories line will launch from A Leading Role; apparel and bedding is now available from Birdie Bean, nominated for “Best New Brand of the Year” by Earnshaw’s Magazine; and girls’ apparel is available from Mad Engine.

Piadineria hosted a smash-hit “Enjoy Menu” back-to-school campaign across 430+ locations, featuring exclusive Miraculous-themed accessories. And in France, an October collaboration with Burger King included ecofriendly, collectible premiums. Multiple activations are planned in Q3 and Q4 to celebrate the brand’s 10th anniversary.

Miraculous™ lights up Hearts and Events Across MEA, Turkey, Greece & India With its rich tapestry of cultures and languages, audiences across the region have embraced Miraculous™ with enthusiasm. Kicking off 2025 with trusted regional partner Spacetoon, a Miraculous™ Activation Corner was featured at Shop Qatar 2025, the nation’s largest shopping and entertainment festival. Visitors became immersed in the Miraculous™ universe through a dazzling multizone experience with interactive environments featuring creative and physical challenges, hands-on crafting, gaming, and daily live shows.

Forever Miraculous™: Europe’s Enduring Love for Ladybug and Cat Noir

Luca Bonecchi oversees relationships with more than 200 licensees across Europe and Central & Eastern Europe (CEE), working closely with key partners

Season six costumes from Rubies are launching this year Beyond the bookshelf, Rubies is debuting bold new season six-inspired cosplay costumes across Europe, while Polish fashion partner LPP will launch an exclusive retail collection spanning 19 countries this summer. Seasonal activations have also seen tremendous success with Easter Eggs from Ferrero in Italy, BIP in France, and Dolci in Spain, Portugal, and Andorra. Ongoing publishing partners include Kennedy Publishing, Redan, Panini, Ravensburger and more.

Luca Bonecchi, VP Consumer Products, Europe

Miraculous Glibbi bath and water play products

Promotions and events have been equally dynamic. Last fall, Italy’s La

Carlotta Caracciolo, VP Consumer Products, MEA, Turkey, Greece & India

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Miraculous™ participates in Shop Qatar 2025 In fall 2024, Empire Entertainment hosted exclusive ticketed screenings of Miraculous™ World – London at the Edge of Time across the Middle East.

In 2025, events across the Middle East and beyond include meet-and-greets in Greece with BOBOS Club at TOP Parks, and coming this summer, appearances at the Qatar Toy Festival with Spacetoon, mall events and a live show in Turkey with Sinecast, and new Miraculous live shows in Greece and Cyprus via a new agreement with Kolossaion Productions.

These events support a broad consumer products campaign in the region.

Quick, nutritious, frozen ready meals are available from SAI GROUP Kandiz in the UAE, Saudi Arabia, and the UK. Sustainable disposable party products are distributed across the Middle East, Europe, and the U.S. by Procos. In Turkey, İçim offers milkshakes, Banat, an oral care line, and Nuans provides lip care, perfume, and bandages. New publishing partner Meteskan will launch back-to-school stationery later this year.

In India, SKI Plastoware supplies backto-school items, Dhananjai Lifestyle Ltd. offers an ETeenz apparel range, and Striders sells backpacks at Hamleys.

In South Africa, Ackermans features Miraculous girls’ apparel in over 1,000 stores via Power House Clothing Company.

Miraculous™ shines across Latin America

Miraculous™ continues to captivate fans across Latin America with strong licensing and promotional success.

In Brazil, the brand thrives with 40+ partners, including Novabrink, Polibrinq, Pupee (toys), Positivo (electronics), SUNSTAR GUM (oral care, LATAM), Arcor (2025 Easter Eggs), Jandaia

Eventos, C&E, and Nova Performance, are drawing thousands of families.

2025 kicked off with a treasure hunt at Brazil’s popular Parque Bondinho in Rio de Janeiro. Miraculous Day in September will celebrate the brand’s 10th anniversary with a major retail campaign and a grand prize: a family trip to Paris.

Mexico has also emerged as a powerful market, with its first immersive event, Miraculous™ Ladybug and Cat Noir Adventure, launching in April 2025 in partnership with Fever. With over 40 licensees and growing, recent launches include new toy lines from Toy Mark, accessories from Mokita, apparel for all ages from Blackstorm, and personal care from Grizi. Other products include publishing from Planeta, footwear from Yuyin, BTS from Fotorama and kids’ apparel from Carnaval. A dedicated pop-up store from Area Creativa is set to open in August 2025 at Shopping Flick Plaza with products developed for young adult fans. The Miraculous Run #4 event will take place in Mexico City in May, with activations also in Brazil.

In the Southern Cone, expansion efforts are driven by IMC (International Merchandising S.R.L.), with partnerships in Argentina, Bolivia, Paraguay, Uruguay, and Chile, with New Universal also working on initiatives in Paraguay.

Angela Cortez, VP Consumer Products, Latin America (BTS), and Ciranda Cultural (publishing).

A fast-casual food promo with Bob’s offered collectible figurines at 1,000+ locations. Mall events with Happy

Hair care from JOY PLAY AND CARE LTDA

Miraculous Ladybug & Cat Noir Adventure, the first interactive experience for the brand in partnership with Fever, debuted in Mexico City

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NELLY JELLY WORLD

Nelly Jelly set to go Global with New CGI-Animated Series and International Pilot Launch at Annecy Festival 2025 Nelly Jelly (Lithuanian: Kakė Makė), one of Lithuania’s most beloved children’s characters, is preparing to take her first steps onto global screens. In collaboration with British animation studio 3Megos, the team is developing a CGI-animated series based on the best-selling book franchise.

The pilot episode is currently in production and is expected to premiere at the Annecy Festival in June 2025, where the team plans to meet with broadcasters and distributors.

Building on a strong legacy in publishing, Nelly Jelly is evolving into a 360-degree brand universe tailored to modern families. Developed with an Emmyawarded creative team, the series features well-developed characters and a relatable storytelling structure. Voice recordings for the pilot are already completed, with actors from the UK and US bringing the world of Nelly Jelly to life.

“We’re excited to be producing the pilot,” said Martin Lowde, CEO of 3Megos.

“Our team has done a fabulous job adapting the original concept for today’s global audience. It’s funny, relatable, and

full of heart—something kids everywhere can connect with.”

According to Martin Lowde, each episode taps into real-life challenges faced by both kids and parents. That’s why the series is built around three core themes: comedy, friendship, and problem–solving. Every character is crafted to support and embody these ideas.

“The main character, Nelly Jelly, is a natural problem solver,” he said. “She faces realistic challenges and relies on creativity to work through them. She’s a strong, kind, and independent thinker– relatable for children, and inspiring for parents. In the end, she always finds a way to make things right.”

positive, solutions-focused approach to common childhood challenges.

“Our storytelling approach is simple: we present a relatable problem–one that any preschooler might face–and follow the characters as they try to solve it in fun and unexpected ways. This lets us explore multiple solutions before our hero, Nelly Jelly, figures it out herself.

She’s always the driver of her own story,” elaborated Lowde.

Adding chaos, charm, and comic relief, Nelly Jelly’s inseparable sidekicks–two monsters named Jim and Jam–act as a classic slapstick duo. “They often try to help–but don’t always get it right, bringing laughs with their antics”, said Lowde.

The Nelly Jelly series is designed to resonate with today’s families, reflecting everyday situations and offering a

The show also features her modern, relatable Mom and Dad, who are actively involved in her world. They strike a

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For any further information, please visit https://www. linkedin.com/company/nellyjelly/

“Authenticity is key.

Kids are savvy: they want emotionally rich, meaningful stories, not shallow entertainment.

Parents today are also more selective. They value smart, engaging content they can enjoy with their kids.”

- Simona Krasauskienė, CEO of Nelly Jelly World -

balance between fun and structure– mirroring how millennial and Gen Z parents are raising kids today: building

confidence, guiding decision-making, and letting children take responsibility for their choices.

Other key characters include The Dog – drawn from the author Lina Žutautė’s real – life Pumi dogs - and Matteo – and Matteo, a diverse friend whose presence reflects the team’s natural approach to inclusion.

Nelly Jelly’s development is shaped by how kids and families engage with content today.

This blend of humor, adventure, and emotional relatability makes Nelly Jelly ideal for co-viewing–a growing trend where parents and children enjoy content together.

As highlighted by Simona Krasauskienė, CEO of Nelly Jelly, “Co-viewing is on the rise. New data shows that 75% of

parents prefer to watch shows with their kids to better understand their world and values.”

Research shows co-viewing also boosts empathy, critical thinking, and emotional development. “But shared time isn’t limited to screens,” added Krasauskienė.

“We see families spending time together reading, playing, and enjoying real-life experiences. Locally, Nelly Jelly has grown far beyond books, with theater shows, musicals, light parks, and even a family-oriented SPA room. These offline experiences reinforce the brand’s value: quality time and connection.”

The changing family habits, and content trends of Gen Alpha and Beta children, have raised expectations across the board.

This shift continues to guide the brand’s development. “For years, we’ve been building a 360-degree IP that spans both onscreen and offscreen. We’re preparing a thoughtful launch strategy across platforms like YouTube and Roblox, along with a loyalty campaign. Our licensing program is also designed to scale from our native market to international audiences.”

Moving toward production and seeking broadcaster partners, the full CGI series will include 26 episodes, each 7 minutes long, with a planned release in Autumn 2026.

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ROVIO ENTERTAINMENT

Angry Birds: Hatching New Adventures in 2025 and beyond It has been fifteen years since a flock of furious flightless birds took the world by storm, launching a gaming phenomenon that has since become a beloved global brand. Now, the anticipation is building for the next big chapter in the Angry Birds saga: a brand-new movie distributed by Paramount Pictures coming to theaters on January 29, 2027.

From its beginnings on mobile devices, Angry Birds has evolved into a multifaceted entertainment powerhouse, continuously engaging fans of all ages through games, licensed products, animation, and location-based experiences.

Now, the Angry Birds Movie 3 is on the way, and fans will be thrilled to hear that the core comedic quartet – Jason Sudeikis as Red, Josh Gad as Chuck, Rachel Bloom as Silver, and Danny McBride as Bomb – are all returning to voice their beloved characters.

Adding even more star power to the flock are a host of hilarious new voices, including Emma Myers, Keke Palmer, Tim Robinson, Lily James, Marcello Hernandez, Walker Scobell, Sam Richardson, Psalm West and many more, promising a fresh wave of comedic energy to the big screen.

Directed by John Rice (The Angry Birds Movie) and penned by Thurop Van Orman (The Angry Birds Movie 2), this third installment follows the impressive box office and streaming success of its

Super Monkey Ball Banana Rumble

predecessors, signaling strong demand for another animated adventure. With animation by DNEG, and production by Rovio, SEGA and Prime Focus Studios, The Angry Birds Movie 3 with its stellar

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voice cast is poised to delight both longtime fans and newcomers alike when it hits theaters globally in early 2027.

Driving the brand’s continued growth in the toy aisle is a strategic partnership with The Loyal Subjects (TLS), who was announced as the master toy licensee for Angry Birds. This collaboration is particularly exciting as it will focus on developing a classic line of toys designed to resonate with the fans of the original games, including the kidult demographic who fondly remember the early days of the original game to tap into the nostalgia factor while simultaneously introducing the beloved characters to a new generation. TLS will also be developing a dedicated toy program to coincide with the highly anticipated movie release, ensuring a strong retail presence leading up to and during the film’s theatrical run.

Being a part of the SEGA portfolio has further amplified the Angry Birds brand’s reach and potential, and has paved the way for exciting new gaming collaborations, such as the recent integration with Super Monkey Ball – a DLC for the Nintendo Switch game, Super Monkey Ball Banana Rumble, which introduces the Angry Bird, Red, as playable character. Collaborations like this showcase the versatility of the

Angry Birds x Raw Thrills Angry Birds characters and their ability to seamlessly blend with other popular gaming universes.

The Angry Birds brand has also ventured into the realm of education through collaborations like the partnership with Legends of Learning. This initiative cleverly integrates the engaging characters and gameplay mechanics of Angry Birds into educational content, making learning fun and accessible for children. This impactful partnership was recognized with a Kidscreen Award, highlighting its success in the edutainment space.

The physical world also continues to be a vibrant playground for the Angry Birds. The location-based entertainment (LBE) sector is experiencing strong growth for the brand, with exciting new ventures constantly emerging. A prime example of this is the launch of Angry

Birds Boom! in partnership with arcade game leaders Play Mechanix and Raw Thrills last year. This groundbreaking arcade experience brings a competitive edge to the classic slingshot gameplay, and offers an engaging and physical way for fans of all ages to interact with the brand.

Further expanding its LBE footprint, a new arcade racing simulator, Angry Birds: Fury Road, was introduced at IAAPA 2024 by DOF Robotics, and promises more immersive experiences for fans. Additionally, a significant partnership with SEA LIFE launched in 2024 which delivers an engaging educational experience focused on ocean conservation. Following successful launches at SEA LIFE Arizona and Manchester in 2024, the event is expanding to numerous locations in 2025, including Helsinki, Paris, Porto, and multiple UK sites.

Looking ahead, the Angry Birds brand is poised for even greater heights. With a pipeline full of exciting activations planned across gaming, licensing, and LBE, both new and original fans can anticipate a wealth of engaging experiences in the coming years.

The anticipation is steadily building towards a major milestone in 2027 with the release of the new movie, promising to inject even more energy and excitement into the Angry Birds universe and further solidify its position as a timeless and beloved global entertainment brand. Stay tuned for more exciting news and partnerships launching throughout 2025!

For any further information, please visit www.rovio.com/

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JoJo Maman Bébé x The Gruffalo Collection

Stick Man Trail

MAGIC LIGHT PICTURES

Gearing Up for Summer 2025 with Anniversaries, Attractions, and Outdoor Adventures A busy season of sunshine and celebration is on the horizon as Oscar-nominated production company Magic Light Pictures gears up for Summer 2025 with a dynamic slate of licensing and promotional campaigns across its beloved family brands, including The Gruffalo and Friends and Pip and Posy.

New Partners for The Gruffalo and Friends The year kicked off strongly for The Gruffalo and Friends, with retail heavyweight Sainsbury’s extending its DTR deal for another three years. This renewal was celebrated in early spring with a nationwide push for the apparel range, including standout aisle-end

displays in more than 147 stores and special visits from Gruffalo costume characters at select locations.

Potion handwashes, now available across supermarkets and pharmacies nationwide.

Spring/Summer 2025 also welcomed fresh product launches across major UK supermarkets, with a new Gruffalo and Friends apparel line at Tesco and themed nightwear and footwear ranges in Asda.

Boutique retailer JoJo Maman Bébé expanded its ever-popular The Gruffalo collection with the addition of wooden toys, complementing its soft toys and puzzles. Meanwhile, Boots introduced a new line of The Gruffalo babywear, bath items, and bedding by Character World— perfect for the tiniest fans of the classic character.

Keeping little hands clean has never been more fun as Carex, the UK’s leading handwash brand, added two new products to its line-up. Joining the fruity Gruffalo handwash are Fiery Fresh Zog and Room on the Broom Magic

For families eager to embrace the great outdoors this Summer, Forestry England has reopened its gates to the everpopular Stick Man trails. The immersive activity trails at 26 sites across the UK offer young adventurers the chance to follow Stick Man’s journey as they explore the forest. Setting off with a hop and a twirl, families are encouraged to follow the trail to help Stick Man get back home to his family tree, with lots of fun activities to complete at stops along the way.

Zog turns 15!

Summer 25 also marks a milestone for Zog, as the little dragon celebrates his 15-year anniversary. Magic Light Pictures is partnering with publisher Scholastic Children’s Books for a “Be more Zog” campaign, including

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festivities at Warwick Castle, where fans can enjoy a host of Zog-themed activities at Zog Playland and meet Zog in person at key times during the year.

Uniquely designed for Zog superfans, Zog Playland combines both sensory and physical play, where visitors can fly like a dragon on a winged zip rope and explore the turrets of Princess Pearl’s Tower.

Pip and Posy: Beyond the Screen

Created by Julia Donaldson and illustrated by Axel Scheffler, The Gruffalo family of brands and its carefully curated spin-off products continue to enchant children around the world, while Magic Light Pictures’ animated adaptations of these timeless tales continue to enjoy both commercial success and critical acclaim.

Meanwhile, Pip and Posy - Magic Light’s award-winning, BAFTA-nominated preschool series inspired by Axel Scheffler’s books - remains a top performer on Milkshake! and Sky Kids.

With Bandai’s toy range already a hit, the brand is expanding in 2025 into new categories including stationery, pretend play, crafts, and soft goods.

Broadcaster Sky Kids has recently announced that it is extending its commitment to the property by commissioning 3x25’ standalone seasonal specials of the series.

Featuring a host of exciting new characters and locations, the first of the specials will air in Q4 2025.

Magic Light is also strengthening its experiential brand offerings and has extended its exciting collaboration with Oxfordshire UNESCO World Heritage

Site, Blenheim Palace, to relaunch Pip and Posy Play at the Palace, an immersive attraction in the venue’s Adventure Play area this May. Following the huge popularity of the October half-term trail, Pip and Posy Play at the Palace will run for two years.

Sited in the Adventure Play area, the new installation will guide children through a series of imaginative and engaging activities through semi-permanent Pip and Posy structures, allowing little visitors to be immersed in the pair’s wonderful world of play. Based on the delightful episode “Rainbow Treasure Hunters”, the experience will encourage little explorers to complete tasks and navigate their way through a colourful course of secret chambers, clamber nets, tunnel slides and rope bridges.

The trail will receive seasonally-themed makeovers at key times of the year.

Visitors wanting to take a well-earned

The Gruffalo x JoJo Maman Bébé rest can listen to tales from the Pip and Posy books, published by Nosy Crow, in the story-telling area and there will be an opportunity for fans to meet the playful pair themselves in special appearances at select times during the trail period.

A firm fan favourite, Pip and Posy is packed with warmth and comedy, as it follows the adventures of two best friends whose lives revolve around play and celebrates their great friendship with all its ups and downs.

The Gruffalo Wooden Toys by JoJo Maman Bébé

The Gruffalo

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THE POKÉMON COMPANY INTERNATIONAL

30 Years in the Making: Pokémon 2025 Journey Iconic global phenomenon Pokémon continues to ride high at the forefront of entertainment as it gears up for its 30th anniversary next year. A vibrant programme of activity across 2025, including exciting new releases, collaborations, promotions and events, is set to delight fans and build anticipation for 2026’s epic celebrations.

Pokémon’s reputation for innovation and creativity, while remaining true to its original ethos, has helped earn its status as the world’s largest single property, also previously ranking within the top 10 global licensors in 2024. With its

In this page: Pokémon and LPP Collection

universe including video games, mobile apps, the Pokémon Trading Card Game (TCG), animation and movies, Play!

Pokémon competitive events, publishing and a robust licensing programme, it truly offers something for everyone across its huge global fanbase, covering all ages and demographics.

As the global top toy property for four consecutive years, Pokémon offers an outstanding toy range catering to all tastes from kids to collectors. In a notable new collaboration, a multiyear partnership between The LEGO Group and The Pokémon Company International is set to bring LEGO® PokémonTM to fans for the first time from 2026.

In Germany, master toy licensees Jazwares, Funko and Ravensburger continue to maintain visibility in key retailers such as Smyths Toys, Rossmann, Amazon and Müller.

Jazwares’ thriving award-winning range includes the latest squeezable Squishmallows, Chancey and Eevee, who join recent hit releases including Squishmallows Snorlax and Togepi, plush and articulated characters, and summer’s must-have, the Carry Case

Beach Battle Playset.

Ravensburger released more titles in their best-selling Games formats this Autumn, while continuing to invest in Puzzles; and Funko recently released seven Pokémon Pop! figures, with more characters coming later in 2025.

Pokémon continues to offer new experiences and updates for its hugely popular suite of video games and apps, plus exciting new expansions for its hugely popular Trading Card Game (TCG). Scarlet & Violet - Journey Together reintroduces the Trainer’s Pokémon gameplay mechanic, showcasing the special bond shared between a Trainer and their Pokémon, while the upcoming Mega Evolution Series of expansions will begin a new era for the Pokémon TCG with the return of Mega Evolution Pokémon EX launching later in 2025. A new smash hit, the TCG Pocket mobile game, has hit more than 100 million downloads since launching last October.

Pokémon’s dynamic licensing programme - spanning gaming, toys, apparel and accessories, fashion collaborations, home decor, publishing,

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partnership with LPP continues to enjoy great success for both kids’ and adult apparel.

Pokémon and LPP Cropp and more - provides global audiences new and unique ways to engage with Pokémon.

A perennial fashion favourite, Pokémon works with stylish and innovative labels from catwalk to mass market.

In Germany, the DTR partnership with C&A continues following a successful marketing activation across multiple European locations in 2024. The latest kids’ collection focuses on key Pokémon such as Pikachu and Eevee. In Poland, a newly launched kids’ apparel DTR partnership with Smyk is now available both in-store and online; and the DTR

The FMCG sector continues to be a busy arena for Pokémon. A new collaboration with Babybel is bringing a fun and flavourful snacking adventure to supermarkets across Europe, Australia, North America and New Zealand. Launched in Germany between February-April, the promotion features specially branded Mini Babybel packs decorated with some of the all-time favourite Pokémon.

The successful collaboration with German child skincare experts Bübchen continues, with a first Pokémon skin cream for kids and a new release for older kids aged 6-12: Legendary Pokémon shampoo and shower products, launched at Rossmann, dm stores, and online.

In Poland, a new collaboration with Kubuś – part of Grupa Maspex, one of the largest private companies in the food industry in CEE – saw a new range of juice box drinks launched in retailers countrywide. Available in four flavours, each package features a fan-favorite Pokémon character: Pikachu, Bulbasaur, Charmander and Squirtle. Further products are set to launch throughout the year.

A blockbuster end to the year looks to be on the cards with the eagerly anticipated release of Pokémon Legends: Z-A, an ambitious new core entry to the Pokémon video game series

Pokémon and Kubuś Maspex featuring an exciting new adventure within Lumiose City, due for release simultaneously worldwide on the Nintendo Switch and Nintendo Switch 2 consoles later this autumn.

Moreover, 2026 is set to be another landmark year for this evergreen brand, as it celebrates its 30th anniversary with an abundance of special activity destined to keep Pokémon fresh, relevant and at the forefront of popular culture.

Pokémon and Bübchen Shampoo and Shower products

Pokémon and C&A Kids Collection

For any further information, please visit https://corporate. pokemon.com/en-us/ or contact h.panayiotou@pokemon.com and k.rhoden@pokemon.com

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ASMODEE

From Global Top Games to Global Brands Asmodee, an entertainment leader specializing in tabletop games, publishes and distributes iconic titles like Spot It!® / Dobble®, CATAN®, and Exploding Kittens® — each with millions of copies sold around the world.

Asmodee Outbound Licensing team’s goal is to build new partnerships that take its beloved titles into new spaces and experiences. To further grow its flagship properties, cornerstones of the industry, Asmodee is reinforcing its outbound licensing strategy, with a focus on expanding their reach.

“These brands have incredible potential beyond the tabletop,” says Pierre Ortolan, SVP International Licensing & Business Development. “They naturally bring people together and are a perfect fit for collaborations in food and FMCG promotions.”

Asmodee’s Broadening Portfolio With an ever-growing portfolio of globally recognized IPs, Asmodee is ready to write the next chapter in the world of brand partnerships and

©2015-2025 Exploding Kittens Inc. immersive consumer experiences.

Spot It! / Dobble is a fun and quick observation card game for the whole family: spot the UNIQUE matching symbol between 2 cards first! Easily recognizable by its iconic round tin and circular cards, it is a worldwide success with over 45 million games sold since 2010 in 44 countries.

Created by Klaus Teuber in 1995, CATAN is an enduring, premium, global brand firmly rooted in popular culture. CATAN has sold over 45 million products in over 40 different languages, and is currently ranked the #1 Family Strategy Board Game in the US. Now celebrating its 30th anniversary, it remains one of the world’s most beloved board game brands, renowned for telling great stories through fun, dynamic, and social gameplay.

Exploding Kittens burst onto the scene in 2015, breaking Kickstarter records to become the most-backed campaign of all time. Since its founding, Exploding Kittens has sold over 45 million units, spawning a Netflix show, a VR experience, a new digital game, and fresh titles across platforms.

© 2023 CATAN GmbH, CATAN is a trademark property of CATAN GmbH

Spot it! A game by Denis Blanchot, Jacques Cottereau and the Play Factory Company. © Asmodee Group 2025. All rights reserved.

Meet Asmodee’s Outbound Licensing team at the Licensing Expo in Las Vegas (Booth A199), where they will connect with partners from across entertainment, consumer products, digital gaming, and promotional sectors.

For any further information, please visit https://corporate. asmodee.com/

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STUDIO 100 INTERNATIONAL

Vegesaurs’ Ongoing Success After three seasons of global success, the animated preschool CGI series Vegesaurs continues its remarkable rise in the international licensing and broadcast landscapes.

Featuring adorable creatures looking like dinosaurs but shaped like fruits and vegetables, Vegesaurs captivated young audiences with its unique mix of fun, friendship, and educational storytelling.

Already airing in numerous territories worldwide, including the UK, Australia, France, and Canada, the series is now set to launch in additional key markets, such as Germany, this year.

The latest milestone in the Vegesaurs global expansion is the U.S. debut.

Thanks to the show’s outstanding quality, it has already been picked up by numerous PBS member stations in major metropolitan areas, including New York City, Los Angeles, San Francisco, Chicago, Washington D.C., Orlando, and Salt Lake City.

In addition, families across the entire United States will be able to stream the show via PBS Passport, the public broadcaster’s premium digital platform.

This ensures that the world of the Tricarrotops Ginger and her Pea-Rex friends will reach audiences nationwide.

and adventures to the screen in 2026.

With their release, the series will reach a total of 100 episodes.

Featuring Epic Story Toys on board as Master Toy Partner, an extensive toy line is set to launch internationally starting in early 2026, with the first product concepts unveiled earlier this year at the Spielwarenmesse Nuremberg.

Further strategic partnerships include collaborations with publisher Macmillan,

loyalty partner L–founders, and a location-based entertainment partner. In addition, cooperation with Sony Music Entertainment under their label Europa will expand the Vegesaurs universe even further with an audio play series in Germany.

In Sydney, Australia, a family-friendly attraction brings the Vegesaurs to life with a breathtaking immersive experience. This show invites its

With Seasons 4 and 5 already in production, the Vegesaurs universe will expand further, bringing new characters Vegesaurs Immersive Experience in Sydney, Australia

audience to run, swim, and fly with their favorite characters through the fascinating Vegesaurs Valley, discovering a colorful and imaginative world they never knew existed.

As their presence grows, the Vegesaurs are truly on the verge of conquering the world.

For any further information, visit: https://www. studio100international.com/en/

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MAURIZIO DISTEFANO LICENSING

Excellence in Licensing: The Winning Model of Maurizio Distefano Licensing In a fast-moving and increasingly competitive licensing landscape, what truly sets a leading agency apart is its strategic vision, foresight in spotting emerging trends, and a bespoke, resultsdriven approach to brand management. In Italy, one name rises above the rest: Maurizio Distefano Licensing.

Maurizio Distefano Licensing has crafted a successful model that consistently attracts top-tier global brands and unlocks the full potential

of every IP it represents. Thanks to a growing portfolio and a proven track record, the agency—under the leadership of Maurizio Distefano and Michela

Marchese Patti—has become one of the most dynamic, forward-thinking, and dependable players in the European licensing market.

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A Portfolio that speaks to All

One of the core strengths of Maurizio Distefano Licensing lies in the breadth, diversity, and strategic relevance of its IP portfolio—featuring some of the most beloved, recognizable, and highperforming properties on the global stage. Carefully curated with a marketoriented approach, the selection is designed to offer licensees concrete, consistent, and highly customizable opportunities across a wide spectrum of product categories: from toys and publishing to fashion, food & beverage, collectibles, and immersive live experiences.

Alongside leading preschool franchises such as Bing, Bluey, and Masha

and the Bear, the agency represents premium lifestyle brands like Baileys and Guinness, selected for their iconic status, compelling storytelling potential, and aspirational positioning rooted in heritage and authenticity.

Bing stands out for its emotional storytelling and educational value, making it one of the most trusted and appreciated preschool properties among parents, thanks to its genuine and reassuring take on everyday childhood experiences.

Bluey captivates global audiences with its modern, humorous, and emotionally rich narratives, celebrating creativity, play, and family life.

Masha and the Bear animated series,

Care Bears by SImba Toys

produced by Animaccord, with kindness and comedy in its heart, follows the adventures of a curious little girl Masha and her caring friend, The Bear. Their friendship is a metaphor of how a child explores the world around, and her adult friend supports and cares about her in that journey. The cartoon became a hit for families around the globe, due to its smart ability to entertain and educate both children and adults on such timeless life values as real friendship, care, support, and freedom of creativity. Following its global recognition, today the cartoon is among the Top-10 ALL TV shows globally (Parrot Analytics, 2024) as well holds the Guinness World Records as the most-watched animated video on YouTube with the episode “Recipe for Disaster” with over 4.5 billion views now (Guinness World Records Book, 2019)

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A key differentiator of the agency’s portfolio is its cross-generational resonance: many of the properties are designed to appeal simultaneously to children and adults, creating multilayered emotional and commercial touchpoints.

Care Bears, for example, seamlessly blend nostalgic charm with inclusive messaging. Loved by children for their vibrant visuals and cuddly characters, they also resonate with millennials and young adults who see them as icons of their own childhood and a visual language aligned with current pop and social trends.

Another standout in the portfolio is the impressive lineup of MGA Entertainment properties, including Bratz, L.O.L. Surprise!, Yummiland, Rainbow High, and MGA’s Miniverse. These IPs blend fashion, identity, creativity, collectability, and self-expression—resonating with a wide and diverse demographic, from

children who love storytelling and collecting, to teens, Gen Z audiences, and Kidults, with an eye for trendforward aesthetics and cultural relevance.

In essence, the agency’s portfolio is dynamic, cross-category, and futurefacing, designed to align with market trends and provide licensees with valuable, actionable IPs that can be transformed into compelling products, content, and experiences that connect with today’s consumers.

Lifestyle Branding at its Finest

Beyond children’s content, Maurizio Distefano Licensing has developed a strong lifestyle portfolio that includes internationally renowned premium brands, for which the agency manages licensing rights in the Italian market.

Among the standouts are Baileys and Guinness—two icons of the food & beverage world with a strong heritage,

instantly recognizable identities, and broad consumer appeal. These brands are perfectly positioned to inspire highquality licensed products that combine strong commercial potential with distinctive market positioning. Thanks to their powerful storytelling and deep emotional resonance, these lifestyle brands lend themselves to a wide array of creative and cross-category applications. From gourmet food items infused with their signature flavor profiles to stylish fashion collections and accessories that celebrate their cultural legacy, the agency successfully translates each brand’s unique DNA into engaging, premium consumer experiences. One notable example is the recent Guinness x Bengy & Co capsule collection, which blends the playful creativity of the artist with the timeless allure of the brand—resulting in an exclusive drop that speaks to both loyal fans and design-savvy consumers. The key to this success lies in a strategic, design-led approach that ensures every activation remains faithful to the brand’s essence—balancing innovation with consistency, and always delivering relevance, quality, and authenticity.

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Bing immersive experience in Val di Sole, Italy

A Top-Tier Roster of Artists and Iconic Brands

Maurizio Distefano Licensing has meticulously curated an exceptional and diverse portfolio, featuring some of the most influential artists and music legends in history. This includes iconic names such as AC/DC, Pink Floyd and Oasis, alongside global pop sensations like Lady Gaga, Billie Eilish, and Justin Bieber. These IPs offer tremendous creative opportunities and are perfectly positioned for high-end collaborations across fashion, accessories, and collectibles.

A prime example of this potential is the recent partwork collection launched

by Centauria, centered around Eddie, Iron Maiden’s legendary mascot.

This initiative highlights the cultural and symbolic strength of licensing, particularly in the collectibles and newsstand publishing sectors—areas where music and pop culture intersect to create enduring fan experiences.

The dynamic fusion of music and

fashion continues to drive innovation, generating unique collaborations that bring iconic artists to new generations of fans. A clear illustration of this is the fashion collections developed

by JB Licenses for AC/DC and Pink Floyd, which seamlessly blend style, storytelling, and rock heritage to deliver products with both cultural relevance and undeniable appeal.

Bringing Brands to Life: Experiences between Travel, Fun and Nature

Among the most effective strategies deployed by Maurizio Distefano Licensing is the creation of real-life brand experiences through high-impact partnerships with major tourism and entertainment organizations such as Costa Cruises, Leolandia, and Val di Sole. These initiatives transform IPs into immersive, emotional touchpoints that build lasting connections with consumers.

Thanks to a licensing agreement

with Costa Cruises, Bing will star in events such as meet & greets, themed parades and parties, and many other fun and musical activities, offering preschoolers and their families unforgettable experiences at sea. In Val di Sole ski resort, nestled in the Trentino mountains, Bing and Flop brought a programme of initiatives aimed at the whole family that combined play, learning, and nature. At Leolandia, one of Italy’s most beloved theme parks, meet & greets and live shows featuring Masha and the Bear, Bing and Flop, and Bluey and Bingo have become a cornerstone of the visitor experience, delighting families with fun-filled, memory-making moments.

These partnerships demonstrate how licensing today goes far beyond product: it embraces live, multisensory brand experiences that reinforce emotional bonds, elevate brand visibility, and unlock new consumer touchpoints.

Leading the Future of Licensing

The licensing landscape is evolving rapidly, driven by trends such as gamification, the creator economy, experiential retail, and the growing integration between physical and digital worlds. In this context, the ability to anticipate change and innovate business models is more critical than ever. Maurizio Distefano Licensing has consistently proven its foresight— investing in breakthrough properties, adopting contemporary visual languages, and exploring bold new formats for brand activation. Whether in entertainment, lifestyle, art, or food & beverage, the Distefano signature remains a benchmark for excellence, vision, and execution.

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MOOMIN CHARACTERS

Merging Licensing Success with Artistic Identity

by Sofia Li Crasti In an exclusive interview, Roleff Kråkström, Managing Director at Moomin Characters, shared some insights with LM about how an iconic work of art can successfully adapt to the challenges of the licensing industry.

The Moomins turn 80 this year, and you have planned a series of engaging events, notable partnerships, and licensing novelties to celebrate this milestone. How do your licensing models accommodate Moomin’s artistic integrity and commercial adaptability?

It has very much to do with the assets you provide. If you look at the big entertainment conglomerates that dominate the licensing industry, they view every IP as a source of assets to generate revenue. Essentially, every picture, every storyline, and every character is an asset for business.

Roleff Kråkström, Managing Director at Moomin Characters

Tove Jansson On the contrary, we view Moomin as a work of art, which is inherently finite.

We do not tweak the content to match a Chinese or an American client. We do not add new characters and props, and we only use concepts, visual presentations, and narratives that are plausible to Tove Jansson’s original creation. We view the biomass created differently, accepting it for what it is without trying to adapt it to different purposes. This is typical when it comes to works of art, as I think very few people would alter Michelangelo’s work!

It is all about understanding our relationship to art and its finite qualities, which are eternal, and respecting the original work without changing it: it is someone else’s creation, and we feel that we don’t have the right to alter it.

What values and parameters drive you to select the right partners, showing the original work the same respect that you do?

We have been in the licensing business since the ‘50s, and we believe it has different nuances in it. The big conglomerates have enormous resources, multiple brands, and almost unlimited capacities, and they do a great

job. The retail model always requires more products, more characters, an intense brand awareness, and a compelling marketing strategy, and they fit that model.

Moomin Characters approach the licensing venture differently. We focus on beautiful, well-curated retail that works as well as it did 50 years ago. We are deeply aware of the cultural value of Moomins’ world, so we don’t sponsor it

INTERVIEW

as mere merchandise, and we don’t try to compete with global majors. This is precisely what we do when choosing our partners: we want to work in every culture and every generation with the best filmmakers, creators, designers, and retailers, trying to set ourselves apart from big entertainment because we know we are dealing with art.

We are a family company, and we firmly believe that what we’re doing is right for this brand and our family. We’ve been doing this for 80 years, and the next generation is just as committed to it.

This is our story.

How does the company manage to successfully align Tove Jansson’s vision with branding goals while venturing into the licensing world?

Having an in-house design process helps. Tove Jansson’s work has a precise artistic quality, aesthetics, and visual code. James Zambra, our Creative Director, is a fantastic graphic designer, and we always try to maintain the tension between creativity and commercial goals alive. It’s a constant negotiation, and for us, involving our graphic department in the approval processes is the key to ensuring that what we do never kills creativity. If the commercial takes the lead on the

artistic part of the work, you are killing the company. It’s this sort of magnetism between these two poles that drives us forward.

Could you delve deeper into your commercial venture in the U.S.? How is this market area evolving for you?

We estimate that our retail sales in the US in 2023 were between 3,5 and 4 million, and they have been steadily growing since then. In 2024, retail value jumped massively to around 20 million.

Then, in Q1 2025, sales were up 1000% compared to Q1 of the previous year.

Despite this considerable success, the US market can be challenging. We always try to stand out with our brand, but this involves risks, and not every licensee or retailer is willing to take risks. However, we have been lucky in finding the right partners, we are working hard, and it pays off. We have around 20 licensees in the market, with another 30 who sell in the U.S. from other parts of the world. It’s an interesting situation: our Japanese partners are pretty well established in the Western part of the US, whereas all our European licensees are on the Eastern side of the US. It’s a dual strategy, pushing from both sides, and it works.

Taking on a global perspective, could you delve into the Asian market, which is stealing the spotlight?

China is our fastest-growing market at the moment. We have a subsidiary together with our partners based in Hong Kong, with many people working hard there, and they’re up by close to 60% this year. They’re doing a fantastic job.

The Moomins 80 Anniversary Books

The Moomins and the Great Flood Forest © Moomin Characters™

The Moomins Find a Home, 80 Anniversary Edition

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GAMING

SPIELFABRIQUE

Unlocking Global Audience Engagement through Video Games

by Thierry Baujard, Co-founder of Spielfabrique In this article we explore the vibrant ecosystem behind video game creation, from indie teams to AAA studios, sharing insights about how European talent, funding, and IP strategies are reshaping storytelling through games.

The Video Games sector is the largest creative sector with more than $200 billion annually…. but who makes video games? The answer is as broad as for books. A book may be written by one author, but creating it involves many others. Games are similar. The “author” is the game developer – a broad term covering game designers (mechanics and rules), writers or narrative designers, artists (visuals), programmers (build systems), and audio designers (sound).

These roles form a team, known as a studio, which can range from a solo creator to over 500 people, depending on the game’s budget.

Thierry Baujard

Funding varies. Large studios may use profits from earlier games. Smaller teams often rely on a mix of public and private funding. Once a game is ready, it can be self-published or released through a publisher. Publishers, like in the book world, finance, market, and distribute games, and sometimes influence creative decisions. Finally, platforms like Steam act as digital storefronts where players buy and download games.

Europe has shaped the game industry since the 1980s. While some pioneers have faded, others have risen as leaders. France and Germany are major

GAMING

development hubs, alongside Sweden, Finland, and Poland. A standout example is The Witcher, a game series adapted from a Polish novel series.

Produced by CD Projekt Red – once a small indie – it became a global hit, turning a local novel into a worldwide multimedia franchise.

IP and Licensing Models

Just like books, video games revolve around Intellectual Property (IP). Who owns the IP depends. If the game is based on an original idea, the studio or developer usually owns it. If the publisher invests heavily, they might hold the rights. In cases where games adapt existing media, like books, a licensing model is often used. This grants studios the temporary right to use an IP, such as a story or character.

Studios sometimes use public domain IPs (e.g., Heidi or Don Quixote), which require no fees. Others license modern works – for example, Metro 2033, based on Dmitry Glukhovsky’s novel, or Lies of P, inspired by Pinocchio. The Witcher was originally a novel series by Andrzej Sapkowski. CD Projekt licensed the IP, initially paying a flat fee. After the success of The Witcher III, the deal was renegotiated, and Sapkowski now receives royalties. This hybrid model (flat fee + royalties) is still rare but becoming more common.

European Indies and the Industry Shift Since the 2010s, independent (indie) game development has boomed.

Factors like new platforms, online communication, and social media have all played a role. The industry now includes AAA studios (large corporations), AA studios (smaller

budgets and tech), and indies (small teams or solo devs with minimal investment). Indie studios account for 80%+ of global developers, and 99% of Steam’s games come from them.

Despite smaller budgets, indie studios are highly diverse – from one-person teams to 50+ staff. The shift to digital has allowed them to cut costs and distribute games faster.

Books vs. Games: Market Differences

A major difference: video games are global products from day one. Books often target local audiences, shaped by language and market. Games are built for international release. While localization matters for both, games can bring unknown IPs to entirely new markets more quickly.

For instance, Snufkin: Melody of Moominvalley brought the Nordic Moomins to global audiences, showcasing how games can grow an IP’s popularity far beyond its original

reach.

Financing Opportunities for Indies Indie developers often face funding hurdles. Luckily, the European ecosystem is strong. National and regional public funds in countries like France, Belgium, Germany, Denmark, and Croatia may cover up to 50% of production costs. These can be paired with Creative Europe MEDIA grants.

Private investment and/or game publisher funding is possible but may impact creative control. Many indies seek alternative models to stay independent and retain rights.

The Future: From Adaptation to Co-Creation

Games aren’t just a new way to adapt stories – they offer fresh creativity and deeper engagement with IPs. At SpielFabrique, a European Video Game ecosystem catalyst, we envision a future where book IP owners and game developers co-create from the start, rather than simply adapt.

This co-creation model would blend the strengths of both worlds: the creative depth of literature and the immersive, global reach of gaming. By pooling funding sources and sharing revenue fairly, indie studios and publishers could build shared worlds and experiences that transcend traditional boundaries.

Spielfabrique is the professional gaming partner collaborating with the Frankfurter Buchmesse and the Bologna Children’s Book Fair to foster connections between book publishers and game studios.

For further information, please visit: www.spielfabrique.eu

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To learn more and watch the full 2025 Toy Trends Briefing, visit toyassociation.org/trends

Activity Pad

THE TOY ASSOCIATION

Supporting the Whole Child: Embracing the “MESH to STEAM” Toy Trend

by Jennifer Lynch, Communications Specialist, The Toy Association As more families around the world embrace a holistic approach to raising children, demand is surging for toys that actively support mental, emotional, social, and physical wellness. This broader and deeper approach to childhood play underpins The Toy Association™’s 2025 trend: “MESH to STEAM… and Everything in Between.”

Unveiled at Toy Fair 2025, this trend highlights how more parents are actively seeking playthings that do more than entertain; they want toys that balance fun with learning in meaningful ways.

The Toy Association’s latest survey of U.S. parents found that 58% prioritize toys that help build essential skills, 56% are looking for toys that encourage outdoor and active play, and 60% seek out toys that build STEAM-related skills, such as coding and art. Additionally, the majority of Millennial parents (63%) now consider how toys help promote mental, emotional, and social health a top

Smart Steps® Space Spin Sensory Wheel

Dr. Stem solar-powered Cash Register

consideration when selecting products for their children.

Toys that build skillsets should go beyond basic academics and incorporate collaborative problem-solving, creativity, and emotional resilience. STEAM offerings should fuse education with excitement, encouraging exploration in coding, design, art, and engineering in a way that feels playful and accessible.

Products that support emotional and mental health should consider sensory elements, calming textures, and soothing play patterns to support stress relief and focus for kids and grown-ups alike.

To strengthen their offerings in this space, companies can also seek out strategic partnerships with licensees and content creators who parents already trust for combining education with entertainment. Collaborations with edutainment brands and digital educators—like Numberblocks or Ms. Rachel™, both known for their developmentally appropriate and engaging learning content—can help bring educational toys to life with trusted voices and familiar characters that resonate with children and caregivers alike.

Toy companies around the world have an ideal opportunity to showcase innovations that not only entertain but enrich. Embracing the “MESH to STEAM” trend will allow the global toy industry to connect with modern families on a deeper level, championing toys that support the whole child—in mind, body, and heart.

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HASBRO

Leading the Future of Play For over a century, Hasbro has sparked imagination and meaningful experiences across toys, games, digital platforms, and storytelling. Through the magic of play, Hasbro creates joy and community, reaching over 500 million kids, families, and fans worldwide.

Hasbro’s ‘Playing to Win’ strategy focuses on connecting fans of all ages across every platform worldwide, reimagining what it means to be a modern play company. At the heart of Hasbro’s growth is a focus on profitable, play-driven franchises beloved brands that scale across categories, formats, and generations.

With innovation, compelling storytelling, and a global lens, Hasbro is focused on strengthening each brand’s relevance and resonance.

Building Brands that matter

Among many other beloved brands, Peppa Pig remains a global powerhouse. The highly anticipated arrival of Baby Pig this summer is

LEGO Transformers Bumblebee ushering in fresh storytelling and new licensing opportunities.

Monopoly, now celebrating 90 years in the market, continues to prove there’s a version for everyone - with a growing list of culturally relevant editions, new play formats, and upcoming entertainment milestones, including a Lionsgate film and Netflix series.

Fan-driven franchises like Magic: The Gathering and Dungeons & Dragons are growing across physical, digital, and experiential, cultivating deep and lasting fandom from crossover content to immersive play.

Powering Lifelong Fandom and Play for All Ages

Starting from a deep knowledge of today’s multigenerational audiences, Hasbro is leading the shift toward collectible, premium, and lifestyle-driven play. With over 60% of its audience aged 13 and up, Hasbro is designing for lifelong connection.

From Robosen’s auto-converting Transformers robots to standout collaborations with LEGO, Converse, and Mattel, the company is bringing iconic brands to life in new, elevated ways, further strengthening its appeal

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For any further information, please visit https://corporate. hasbro.com/en-us

to Magic players, Dungeons & Dragons adventurers, G.I. Joe collectors, and many other affectionate fan communities.

Everyone plays: Expanding Access and Inclusion Hasbro is committed to delivering inclusive, accessible, and culturally relevant experiences that reflect the world around us. Faithful to its core belief that play is for everyone, the company is dedicated to expanding its global reach in new, surprising ways.

A range of new initiatives and collaborations are set to make waves across Asia. One standout is the My Little Pony trading card collaboration with Kayou in China. Designed to tap

into the country’s strong collector culture, the nostalgic yet fresh cards sold nearly 3 billion packs to date, generated 3+ billion livestream views from over 10,000 influencers, and saw massive engagement across platforms like Little Red Book. This success is now expanding across APAC, with launches planned for Southeast Asia.

Digital and Direct: Where Play meets Innovation

Focused on anticipating trends and innovations, Hasbro is deeply aware that the future of play lives at the intersection of physical and digital. From console and mobile games to e-commerce and services, the company is meeting fans wherever they’re playing.

Monopoly Go! continues to top mobile charts, while My Little Pony and Littlest Pet Shop thrive on Roblox. Transformers is expanding into digital places like Peppa Pig Theme Park

My Little Pony x Kayou

Minecraft and Squadbusters, and platforms like Dungeons & Dragons Beyond give players new tools to connect and explore.

Additionally, Hasbro is investing in a robust direct-to-consumer ecosystem, allowing for a better understanding, engagement, and growth of its fanbase globally.

Partner Scaled: Powering Play Together

Hasbro’s licensing strategy is empowered by its world-class partners.

To amplify its impact on a global scale, the company carefully selects its partners among key players in the industry - Lionsgate, Netflix, Merlin Entertainments, VIBRANT Studios, and more - to bring compelling content and unforgettable moments to fans worldwide.

The company’s mission is to shape a more connected, inclusive, and imaginative world. Through creativity, collaboration, and its ‘Playing to Win’ strategy, Hasbro is set to redefine what play can be, while its beloved IPs, toys, and games unlock the next era of growth, fandom, and joy.

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Fender American Vintage II 1957 Stratocaster®

GLOBAL MERCHANDISING SERVICES

A Global Licensing Powerhouse GLOBAL Merchandising Services is renowned for its innovative, high-quality merchandise solutions. Specializing in music, celebrity, and lifestyle brands, GLOBAL works for driving brand growth and extending merchandise reach worldwide.

GLOBAL Merchandising Services ensures brand amplification through multiple retail and licensing channels.

Leveraging its expertise and worldwide network, the agency has built a strong reputation and a broad portfolio.

Heading into Licensing Expo 2025, GLOBAL will showcase a diverse range of powerhouse brands and artists.

Iron Maiden turns 50!

Iron Maiden is marking its 50th anniversary, with GLOBAL representing the band’s global licensing anniversary celebrations - including the muchanticipated Run For Your Lives wìWorld Tour in 2025-2026 and the related exclusive merchandise.

Licensing partners include Funko, McFarlane Toys, Zippo, Behaviour Interactive, Z2 Comics, Rubber Road, NECA, and more. Additionally, the band is venturing into a series of exciting partnerships, including a collaboration with Massive Warfare on a mobile game, while Iron Maiden: Infinite Dreams - The Official Visual History, published

by Thames & Hudson, is debuting in fall 2025. A successful collaboration with Van Zeller Wine Collection led to over 400,000 bottles of Iron Maiden’s Darkest Red wine sold across EMEA.

“Iron Maiden’s 50th anniversary is a landmark moment in music history.

We are honored to work with such a legendary brand and develop a truly global licensing program that celebrates their legacy while introducing them to new generations of fans.”

- Jens Drinkwater, Head of Licensing, Global Merchandising Services -

Jens Drinkwater

Ozzy Osbourne Licensing Venture

As the licensing agent for rock icon Ozzy Osbourne, GLOBAL is launching a major campaign around his highly anticipated farewell concert, Back to the Beginning (July 5, 2025, Birmingham, UK). This historic event marks the reunion of Black Sabbath’s original lineup, joined by iconic bands like Metallica, Slayer, Guns N’ Roses, Pantera, Gojira, Alice In Chains, and more. New exclusive merchandise will be available at major retailers such as Hot Topic, Spencer’s, and Old Navy in North America, and Primark, EMP, Asda, Boohoo, Only & Sons, and ASOS/Topman for Europe.

GLOBAL’s strategic collaborations promise to deliver a unique line of high-quality licensed merchandise, celebrating Ozzy’s legacy while introducing his brand to new audiences worldwide.

Over 40 worldwide licensing partners have been secured, including Lugz for co-branded boots and sneakers, The Great Frog for jewelry, Zippo

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for windproof lighters, Pluginz for accessories, Funko for POP! figures, McFarlane Toys for collectibles, Fantoons for books, Perris for socks, travel pillows, and luggage tags.

Worldwide key partners are Displate for metal posters and Other UK for apparel, while Razamataz.com Limited is focused on gifting and accessories and Rubber Road introduced the Tubbz Cosplay Duck.

North American partners include Castline with diecast figures, vehicles, and accessories, as well as Philcos.

Chaser, Magnolia Pearl and Goodie Two Sleeves are handling fashion apparel, while Desert Cactus offers a wide accessory collection. Low Frequency (Denmark, Norway, Sweden) and KidsFanshop (Austria, Germany, Switzerland) are covering Europe with region-specific apparel options.

The Backstreet Boys: Nostalgia driving Licensing Success

The beloved boy band Backstreet Boys continues to thrive in the licensing sector. As the band embarks on a highly anticipated residency at the Sphere in Las Vegas this year, the agency is positioning the brand to take advantage of the global nostalgia for 90s pop culture with new licensing partners and a wave of fresh collaborations and merchandise offerings.

Fender’s 80th Anniversary

One of the latest acquisitions in GLOBAL’s portfolio, the iconic Fender guitar brand is gearing up to celebrate its 80th anniversary in 2026, with an extensive licensing program spanning multiple categories. One of the world’s leading musical instrument brands,

Backstreet Boys today Fender brands include Squier, Gretsch, Jackson, Charvel and EVH, among others.

Expanding on successful Fender partnerships - as Saint Laurent, Supreme, LEGO, Wrangler, Zara GLOBAL will be developing meaningful programs across Kids & Educational, Home & Tech, Fashion, Collabs, Experiential, and more.

Skibidi Toilet’s Broadening Global Reach

Started as a cultural phenomenon, the YouTube series Skibidi Toilet is now a multi-platform franchise and Hollywood’s first digital blockbuster thanks to the Tra-Digital Studio Invisible Narratives’ work.

With Michael Bay leading the creative vision, the series continues to scale its global footprint. Its flagship YouTube channel and the Skibidi Creator Alliance Oasis. Credits: Kevin Cummins

Iron Maiden Infinite Dreams by Thames & Hudson

network now reach over 110 million subscribers, with more than 35 billion views worldwide - a unique blend of user-generated content and cutting-edge entertainment, positioning Skibidi as the go-to brand for Gen Alpha.

As one of the master licensees for Skibidi Toilet, GLOBAL is committed to expanding the brand’s presence into apparel, accessories, footwear, loungewear, home furnishings, arts & crafts, and more, positioning Skibidi for rapid growth across eCommerce, Amazon, worldwide retail, and licensed products.

With a focus on creative product development and strategic partnerships, GLOBAL Merchandising Services is leading the charge into new and exciting licensing opportunities, while turning iconic brands into global licensing juggernauts.

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SURGE BRANDS

Expanding Brands beyond Borders

Surge Brands is a global licensing agency strategically building franchises through multi-platform entertainment and licensing programs. In the thriving context of Licensing Expo 2025, the company will showcase its broadening portfolio, featuring exciting expansions, collaborations, and product innovations.

Surge Brands and its sister company, Surge Licensing, are heading to Licensing Expo 2025 with a larger footprint, showcasing a strong portfolio of brands.

The company has recently secured a range of new IP partnerships, including Benihana, Albanese Candy, Mister Softee, Cookie Dough Bites, Le Clic, and Bacon Up, while continuing to drive global expansion for its flagship brand, Toxic Waste.

Recent projects include an original entertainment IP, Poindexter; the collectible toy of the year, Deddy Bears; and new licensing partnerships for the legendary horror franchise Hellraiser, the Stanley Kubrick Estate, and Webtoon, the world’s largest digital comics content publisher.

New Partnerships for Toxic Waste Surge Brands’ flagship property Toxic Waste is expanding globally with new licensing deals and product extensions

Crazy Aarons Thinking Putty

Le Clic Cameras

across consumer goods, confectionery, apparel and novelty items.

Its licensing program includes a roster of key partners worldwide: in North America, License 2 Play for slime and playdough; Super Retro Brands with boxer shorts and Bohbah Inc with Boba Tea; Rocket Fizz for sodas; Incredible Novelties with squishy toys for U.S. and Canada; Mary Mack’s Inc with snow cone machines; and Flix Candy with energy drinks. Whatever Brands is producing soda and ice pops for the U.S., Canada, and South America, while Centric Beauty’s expanding line includes nail polish, beauty accessories, bath bombs, soap, and shampoo, and lip balm.

New partners in the U.K. and Europe include CRC Innovations, handling dessert syrups, ice pops, and fizzy drinks, Manchester Drinks for slush drinks, Us4Slush Limited and Fizz Creations Limited with slush machines.

Cracker Jack Limited for health and

“We are incredibly proud to expand the Hellraiser franchise through strategic licensing partnerships that honor its dark, iconic horror legacy, and we are committed to delivering high-quality, authentic merchandise reflecting its rich mythology.”

- Mark Freedman, President of Surge Licensing -

beauty products, while Licenco handles carbonated beverages for the Nordic Countries.

Ongoing Expansion in Food IPs

Surge is leading outstanding food IPs to venture into new global partnerships and worldwide expansions.

Benihana, a restaurant brand with over 80 domestic and international locations, is set to go global, backed by vibe dining leader The ONE Group. Its licensing program now covers retail spaces, grocery aisles, and home kitchens, other than world-renowned restaurants, with unique product development in gourmet foods, cookware, kitchen accessories, apparel, collectibles, and home

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Nostalgic Brands driving Licensing Success

Surge Brands’ portfolio also includes nostalgic favorites and their everlasting appeal for both traditional fans and new targets.

Cookie Dough Bites is going to amaze its fans with new collaborations and extensions across multiple categories and products, including frozen and refrigerated foods, protein powders, novelty treats, beverages, beauty, and more.

Mister Softee presents immense potential for brand extension into home products, apparel, and collectibles.

New licensees in the U.S. include Taste Beauty for Health and Beauty Aids, Innovative Design for compounds and slime), Multipet for pet products and C-life, handling apparel. experiences.

Albanese Candy, renowned for its “World’s Best” gummies, is now expanding its retail and licensing program. The premium brand holds exceptional growth potential, thanks to its demographic profile - including frequent snackers, high-income households, as well as Millennial and Gen X consumers.

Crazy Aaron’s: 25 Years of Creativity and Play

Celebrating its 25th anniversary last year, Crazy Aaron’s has been captivating fans of all ages with its fidget toys and tactile experiences for both kids and adults from magnetic and UV-reactive putty to stress-relieving scents and DIY kits.

Leveraging the popularity of flagship products Thinking Putty, Land of Dough, and Slime Charmers, Surge is now developing a worldwide licensing and retail program.

“As a longtime admirer of Kubrick’s legendary filmmaking, it is a dream come true to collaborate with partners in creating high-quality merchandise that reflects his visionary genius and celebrates his enduring impact on fans worldwide.”

- Mark Freedman, President of Surge Licensing -

Key Entertainment IPs

The beloved horror franchise Hellraiser is expanding into apparel, collectibles, games, spirits, and more, with new partners Trick or Treat Studios, PCS Collectibles, Just Play, and Fright-Rags.

Originating from the iconic Felix the Cat and now reimagined for new generations, Pointdexter is leveraging a broadening licensing and merchandising programs spanning toys, apparel,

Pointdexter

For any further information, please visit www.surge-brands.com

publishing and more, as well as an original animated series and interactive content.

Additionally, Surge Licensing will be introducing potential licensing partners to opportunities for the Stanley Kubrick Film Archives, particularly for Kubrick’s award-winning films, The Shining, A Clockwork Orange, and 2001: A Space Odyssey - including Jacques Marie Mage for luxury sunglasses, Trevco for apparel and accessories, Open Road Brands for signs and wall art, Trick or Treat Studios for collectible figures, masks and costumes, Fright Rags, and Bioworld.

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LICENSING INTERNATIONAL

Staying on Top of Trends

by Cristina Angelucci Opportunities and obstacles in the brand licensing industry are evolving faster than ever before. Maura Regan, President of Licensing International, discusses growing trends across the industry and how the trade association is supporting the brand licensing community as executives work to stay ahead of ongoing changes.

Can you give us an overview of the facts and figures of the licensing industry in the US? Globally, sales of licensed merchandise and services reached $356.5 billion in 2023. The U.S. accounted for $199.5 billion during that period, according to Licensing International’s Global Licensing Industry Study. That’s an increase of 3.4% compared to the year before. The biggest property types in the U.S. are Characters/Entertainment, Corporate, and Sports. The biggest product categories in the region include Apparel, Toys, and Software/Video Games/Apps. As consumer behavior

continues to change, however, these figures also evolve. We announce the topline report from this year’s Global Study at Licensing Expo in Las Vegas and the full report is available for free to LI members later this summer.

What about the main trends that are relevant to follow in the near future?

A significant trend moving forward is the growing spending power of the kidult demographic, made up of adults that purchase toys as collectors or to fuel nostalgia. In the U.S. alone, toy sales driven by adults reached $1.5 billion in Q1 2024, according to Circana. Many

Maura Regan, President, Licensing International adults also purchase toys in support of their mental health, which means that, in times of stress or economic uncertainty, we can expect these sales to continue to increase.

Dupes (short for duplicates) are less expensive replicas that don’t infringe trademarks. The growing popularity of dupes on social media platforms like TikTok mean that knockoffs are increasingly in demand with younger consumers looking to stretch their dollars. In fact, a survey by Business Insider reported that 71% of Gen Z consumers go out of their way to

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purchase dupes. As this trend continues to grow, it’s increasingly important for brand owners to protect their IP and for the industry to help educate consumers about the dangers of these knockoff products.

Micro Influencers are another trend that will be relevant moving forward. We know that more and more consumers are making purchases directly through social media platforms and the social commerce market in the U.S. alone could grow to $145 billion by 2027, according to McKinsey & Company (up from $67 billion today). However, instead of partnering with the biggest influencers on these platforms, many brands are instead focusing on micro influencers with approximately 10,000 to 25,000 followers because of their high

In these pages: Stills from Licensing Expo 2024

dedication, gamers are a very appealing demographic. In addition to inspiring consumer products, these gaming properties are also increasingly serving as the foundation for new content.

HBO’s hit series The Last of Us is a fantastic example, and that storytelling provides new opportunities to connect with consumers and to help the brand expand into more categories.

engagement rates with their followers.

How do you see the Sustainability trend growing in the US licensing industry?

Sustainability is something that brand owners, manufacturers, and retailers need to consider as they expand their businesses. This is especially true for companies that want to connect with younger consumers, including Gen Z and Gen Alpha, who say that they want to support brands that reflect their values.

This younger demographic considers environmental impact when they make purchases.

How are gaming IPs becoming crucial in consumer products?

More consumers of all ages are playing video games, including through PCs, through mobile gaming, and through consoles. Engagement with these

properties is incredibly deep, since gamers dedicate as much as 80 hours to each gaming title. That is significantly more time spent than, say, with a feature film. Because of this passion and

Which consumer products categories are growing more than others in the licensing industry?

When you look at categories that have shown significant growth recently, like Museums & Heritage (up 19.4%), Music (up 16.4%) and Sports (up 5.6%), it’s clear that consumers are focused on experiences they can share with friends and family. The focus on location-based entertainment that emerged in recent years has only grown and brands that can take advantage of the desire to gather together (and to share those experiences afterwards on social media) will benefit moving forward.

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Licensing International 2024 Global Study

LICENSING INTERNATIONAL

Calibrating Licensing Strategies through Research

by Elizabeth Foster, VP of Content and Communications at Licensing International With so many global issues impacting the brand licensing industry, it’s more important than ever that licensors, manufacturers, retailers, and agents stay informed not only on how various policies and regulations are evolving, but also how consumer behavior is shifting as a result.

Even in times when discretionary spending has declined, licensed products have proven to be resilient.

As powerful extensions of beloved brands, licensed products resonate with audiences and are often the differencemaker when purchases are made. In fact, sales of licensed products and services outperformed the overall worldwide retail market in 2023 and in 2022. To connect with consumers as effectively as possible, however, licensing executives need the most upto-date and in-depth data available.

As the leading trade organization for the $356+ billion global brand licensing industry, Licensing International works year-round to support executives with

research from across the globe that addresses relevant categories and territories.

This includes Licensing International’s partnership with London-headquartered market research firm Euromonitor International. Each year, Euromonitor grants access to 25 new reports analyzing market trends, future product demand, and emerging economies.

To date, 75 reports have been made available to Licensing International members. Beyond these in-depth reports, Euromonitor International also provides Licensing International with editorials on a quarterly basis. These articles provide deep dives into current trends, opportunities, or obstacles

affecting the industry and often feature brand-new data.

Licensing International also works with Dubai-based market research firm BrandTrends, which provides a series of consumer surveys to members twice each year. These reports focus on the awareness, popularity, and appeal of brands for people aged 25 and under in 10 key regions (Australia, Brazil, Canada, China, France, Germany, Italy, Japan,

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the U.S., and the U.K.). Additionally, BrandTrends has provided reports that focus on several other regions of interest, which are chosen for their growing licensing-related revenue (including India, South Korea, and UAE).

Licensing International is also responsible for one of the widestranging studies available to the licensing community, the Global Licensing Industry Study. Conducted by Brandar Consulting, our annual Global Study is an overview of the industry and features revenue figures broken down by country, category, and business segment. The Global Study also includes historical mapping and trend insights to drill down into the areas that impact the business.

The Global Licensing Industry Study is available for free to Licensing International members, as is a webinar breaking down the Global Study.

The first look at 2025 Global Licensing Industry Study is presented at Licensing Expo and includes key figures, such as: the total global sales for licensed merchandise and services in fiscal 2024 and growth in categories like Entertainment, Sports, and Fashion compared to previous years.

Access to this kind of information is crucial for brand owners, manufacturers,

Licensing International Brand Trends 2H 2024 Report and retailers to calibrate their strategies and move forward as effectively as possible. Licensed products allow consumers to engage with their favorite properties in new and innovative ways and, when done successfully, they reinforce the reputation of both the brand and its partners. At Licensing International, our mission is to provide executives with the resources and information they need to strengthen their market presence and create lasting connections with their audiences.

LICENSING EXPO SAVE THE DATE! Exclusive First Look at the 2025 Global Licensing Industry Study Tuesday, 20 May at 12:00, License Global Theater at the Licensing Expo

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DUBIT LIMITED

What’s Next in Digital Children’s Content

by Cristina Angelucci Licensing Magazine discussed the latest digital trends in children’s content with David Kleeman, SVP Global Trends at Dubit Limited, and one of the most relevant experts in the kids’ entertainment field.

How are children’s content consumption trends evolving across traditional TV, YouTube, and gaming?

Specific platforms and brand strategies are deeply influenced by how kids spend their time. Media are embedded in their life, and YouTube has become the go-to

platform for kids’ content. As proof of this, major broadcasters such as Nickelodeon have started developing YouTube-first projects. They’re producing a complete series for YouTube, testing the audience’s response to that content, and that will

inevitably inform their strategy when it expands into other channels and platforms.

Another outstanding example of a shift in control toward the independent creator is The Amazing Digital Circus.

After the show went viral on YouTube and merchandise was launched, Netflix acquired it. However, producers required that new episodes air on YouTube first, setting creative parameters and controlling merchandise.

Could the traditional TV format soon be phased out?

I believe that kids will always need stories. Right now, they are getting them through multiple channels – traditional TV, YouTube video, audio, or podcasts.

These needs never change, and even if shorter formats may be more popular than longer ones, I think some stories inherently require more time. The benefit of streaming is that it doesn’t need to fit a time slot: you can tell the story as it’s meant to be.

David Kleeman , SVP Global Trends, Dubit Limited

What advice would you offer to a producer facing the decline of traditional broadcasting and budget tightening? Are there alternative ways to finance an audiovisual project?

I am not a financing expert, but I would

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suggest creating a proof of concept – maybe a short episode you can share on YouTube or another platform – to find your core fans. That proof of concept could even be a small game. Platforms like Roblox offer low-cost ways to test ideas, such as partnering with existing popular games, reskinning them with your IP, and gathering real behavioral insights without a heavy investment.

The concept of fandom is becoming increasingly important. How much is it influencing the way content is built today?

It used to be said that content is king,

but now I argue that the fan is king.

As media has fragmented across more platforms and formats, it is the most devoted fans who help grow your audience and understand what resonates with them. The more a brand allows its fans to co-develop, through feedback, fan fiction, fan art, and user-generated games on platforms like Roblox or Fortnite, the stronger it becomes. IP owners need to show they are listening because if fans feel ignored, they quickly disengage. It is all about balancing IP protection with empowering fan creativity.

In these pages examples of branded Roblox projects

Why has Roblox become such an essential platform?

Roblox is the YouTube of gaming: it is highly flexible and allows for both exploration and user creation. A great example of this is the Coolabi production of Warrior Cats. Before investing in development, they explored Roblox fan-made games and found one that perfectly matched their goals. They partnered with its teenage creator, and today, Warrior Cats is one of the top games on the platform.

From the user’s perspective, Roblox delivers content accessible anywhere, anytime. For content producers, it is faster, cheaper, and enables a cautious approach to deciding which platform is the right fit. Moreover, Roblox’s audience is broadening, with growing engagement among teens and young adults. Almost any brand, story, or character can find a way to connect with its audience.

Recently, at Dubit, we created a game for Differin, an acne treatment brand, that engages teenagers playfully and more lightly. We also partnered with nonprofits and NGOs to create experiences that provide safe spaces for children to process their feelings. Other projects have involved science, nature, and environmental exploration.

You are part of Dubit, a company that helps companies and brands access the Roblox world. Can you tell us more about Dubit’s goals?

Our company is dedicated to guiding IP owners and brands through today’s media landscape. On the research side, we publish a quarterly trend study to map the consumption habits of children in the UK and the US, and we include five more markets when we examine the “share of time”. On the creative side, our studio specializes in Roblox, but we also work on other platforms. We help clients understand their market, beginning with a creative summit for each brand to assess the ideal platform, choose between in-house development or partnership, and align scope, budget, and objectives.

What do you think will be the next big trend the industry has to follow?

I think the very next trend will be a deeper focus on what has always mattered: play and storytelling, enabled by modern tools. Kids will always crave imaginative play and rich narratives, and we have unprecedented ways to respond to them in real time. The future lies in building experiences that adapt to the child, not forcing them into a fixed format. Brands and IP owners who genuinely understand and co-create with their fans will lead the next wave of children’s media.

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PRODUCTS OF CHANGE

From Carbon to Contracts: What Businesses need to know about Global Climate Laws and Licensing

by Andrea Green, Advisor, Products of Change Climate legislation is gaining momentum worldwide, driving significant changes in how companies operate and manage their brand integrity.

As climate change intensifies, legal frameworks around the world are evolving rapidly, reshaping the way businesses approach compliance, intellectual property, and sustainability.

Companies navigating international markets or managing global licensing portfolios must now operate within an increasingly complex regulatory environment.

Climate Legislation and Divergent Models: US vs EU/UK

Since the Paris Agreement in 2015 set the global tone for emissions reduction, climate regulations are now front and centre in business planning.

The U.S. and the EU/UK are employing distinct approaches to climate legislation. Understanding these differences is crucial for professionals to build future-proof licensing strategies, as the impact on ESG reporting, product compliance, and brand reputation is immediate and profound.

United States: Incentives and Decentralisation

The US remains primarily driven by incentives. The 2022 Inflation Reduction

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and EU must meet differing regulatory expectations, requiring adaptable yet compliant licensing terms.

Additionally, the licensing of green patents and sustainable IP design is booming, with companies monetising innovations that help them meet compliance goals. Under EU law, licensors may audit licensees for environmental compliance, making third-party certification a common requirement.

Best Practices for the Evolving Licensing World

Act unlocked more than $370 billion for climate and energy initiatives, offering tax breaks and subsidies to support sustainable business practices.

Climate regulation is often state-led, and California has instituted stringent emissions standards and product labelling laws that will become de facto national standards.

ESG reporting is currently voluntary at the federal level. However, California’s SB 219 requires major companies to track emissions and climate risks by 2026, with Scope 3 emissions reporting coming into effect in 2027. It means that licensees, particularly those needing to comply with California’s evolving mandates, will have to provide detailed data to licensors.

EU & UK: Compliance-first with Strict Enforcement

The EU’s Corporate Sustainability Reporting Directive (CSRD) and the Sustainable Finance Disclosure Regulation (SFDR) mandate detailed reporting on environmental impacts.

These regulations require companies to integrate sustainability into their business models and value chains.

However, reporting obligations for companies with more than 1,000 employees were recently delayed to 2027.

As for product standards and labeling (EPR/Extended Producer Responsibility), from eco-design requirements to bans on certain singleuse plastics, the EU and UK enforce rigorous product standards, and the

onus lies with the brand holder.

Licensing agreements must include clauses on sustainable sourcing, lifecycle analysis, and recyclability.

Non-compliance results in significant financial penalties and reputational damage. Companies can also be subject to audits and third-party verification of their sustainability claims.

Thus, licensing professionals must incorporate sustainability requirements into their contractual agreements. Due diligence, supply chain transparency, and verified environmental claims are no longer optional.

A notable feature of the ESPR is the DPP (Digital Product Passport), which provides detailed information about a product’s composition and environmental impact, offers guidance on repair and recycling, and increases transparency. ESPR includes measures to prevent the disposal of unsold goods, fostering waste reduction and resource efficiency.

Strategic Impacts on IP and Licensing

Climate compliance is changing the way IP is managed. Licensing agreements now include specific provisions related to environmental impact, covering materials used, carbon footprint limits, recyclability of packaging, and energy efficiency. Moreover, licensors must ensure that their licensees uphold ecological commitments, with missteps resulting in brand dilution, greenwashing accusations, and penalties in the EU/ UK. A product licensed in both the US

To navigate the evolving regulatory landscape, licensing professionals should consider some best practices.

These include embedding environmental metrics into licensing KPIs and performance clauses and revising standard licensing agreements to reflect current climate laws and sustainability standards. Moreover, staying updated on regulations in all operating territories and evaluating the sustainability performance of potential partners, using tools like the Products of Change Maturity Index, could be helpful. Ultimately, professionals should work with environmental specialists and compliance advisors.

Turning Regulation into Opportunity

Climate regulation is not just a challenge but a catalyst for innovation. Integrating sustainability into licensing strategies will attract eco-conscious consumers, meet investors’ expectations, and withstand regulatory scrutiny. The divergent US and EU/UK approaches require businesses to evolve, be adaptive, and be proactive.

By aligning with environmental priorities, businesses can lead the way in building a more sustainable and profitable future.

Call to Action!

Products of Change maximizes our collective understanding of where our industry is headed.

We’ve gathered the players, research, resources, and shortcuts to help you navigate and comply with any upcoming legislation. Join us on this journey!

To learn more, go to www.productsofchange.com

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AMPERE ANALYSIS

A Conversation about Fandom and Branding During the 5th edition of the International Kids Licensing Days (Bologna, March 31 - April 2, 2025), Olivia Deane, Research Manager at Ampere Analysis, shared some valuable insights about the compelling role of fandom in the brand-building process and in shaping the content industry dynamics.

Olivia Deane Research Manager, Ampere Analysis

Can you give us a quick overview of the state of the children’s media market, and how it has changed in the last year?

At the beginning of 2024, the children’s media market was in a tough spot streaming growth had stalled, with fewer original projects being greenlit.

However, over the past year, the market experienced some encouraging signals of growth, with the Western European market bouncing back better than any other region. Between the second half of 2023 and 2024, the number of children and family titles increased by 13%. However, commissioning activity still remains below the peaks seen in 2021 and 2022. As a result, creators need to be strategic with their time and resources to secure commissions and a strong return on investment.

What are the main reasons for the children’s media market recovery in Western Europe?

A few key events caused the decline in the children’s commissioning market, including industrial action in North America and slowed growth of subscription video on demand.

While children may not be a significant subscription-driving factor, streaming services have significantly reduced their emphasis on original kids’ content. This fails to consider that, although children might not be the primary consumers in these dynamics, they play an important role in preventing adults from canceling their streaming subscriptions. Ampere’s research data about viewing hours on Netflix show that children and family content was the second most viewed content in the second half of 2024. As a result of this, in 2024 streamers focused on growing their catalogues of acquired children’s content. Netflix, Apple, Peacock and Hulu commissioned a lower volume of children’s titles, but the number of acquired kids content grew

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considerably - with Peacock increasing its catalogue by 30%. Thus, the revenue is being channeled back into the children’s media marketplace, with most of the acquired content still sourced from independent producers.

What is the role of fandom and intellectual property within these market dynamics?

In today’s digital world, social video, communities, and ultimately fandoms, are a driving force in sustaining

and expanding fanbases. While commissions remain lower than 2022, the acquisitions market is really active. Content creators face two major challenges: a huge withdrawal of funding and, most importantly, oversaturation. Ampere’s Analytics data showed that in 2024 over 253 thousand hours of children’s content were available on streaming platforms or TV. Fandom addresses both of these challenges. Brand partnerships help fund high-quality content that is

more likely to succeed in a crowded marketplace as it relies on existing ideas with a strong fanbase. There are loads of recent examples: LEGO’s collaborations with Star Wars, Marvel, and Harry Potter, as well as Bluey teaming with Moose Toys and Crayola to expand into toys and activity kits, or Paw Patrol working with brands like Target and Kellogg’s to broaden its presence beyond TV. These collaborations generate revenue while also encouraging multi-platform

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engagement - a form of worldbuilding that will be essential to fight the children’s media oversaturation and hold consumer’s attention.

What is the evidence of fandom helping content to stand out?

Ampere data show that titles based on pre-established franchises are more likely to show resilience, gain popularity and retain audiences than original titles.

More than two-thirds of the top 100 most popular movies and TV shows in 2024 are based on existing ideas. Fans’ love for the IP thrives on participation, and builds a community: expanding outside passive viewing is a key factor.

Fandom-based titles are proven to stand out, spanning toys, books, and games, while also showing endurance, as parents often introduce their children to their childhood favorites. When the market relies on established content rather than original projects, leveraging existing titles and catalogs can lead to determining successful outcomes.

A striking example is Wafku, produced

by Ankama Animation. Based on a video game, Season 1 aired in 2008, but was canceled in 2010. In 2014, Netflix acquired the show, and Ankama immediately took advantage of this international exposure by launching two Kickstarter fundraising campaigns to produce Season 3 and 4, respectively released in 2017 and 2024. Currently, Wafku is available both on Amazon Prime and Netflix and has reached 52

markets, announcing the production of Season 5 in 2024.

Platforms like YouTube and TikTok have also proven effective in helping shows to stay relevant.

For companies aiming to secure commissions, which players are expected to be at the forefront of IPdriven content production in the coming year?

Public broadcasters are the jewel in the crown. Between the second half of 2023 and 2024, they announced the highest volume and proportion of children’s commissions, with a 11% growth.

Even if the public broadcasting model required a shift in the age of streaming, it reminded us of its assets and value when the market proved to be volatile.

Public broadcasters continue to be keyplayers in European commissioning, while increasingly investing in literature adaptations, being the fastest-growing commissioners between 2020 and 2024.

When using existing content, are certain types of IP more likely to succeed in terms of both commissions and longevity?

Of all the IP-based children’s titles announced in western Europe between 2020 and 2024, bookbased commissions were the fastest growing. Providing rich worlds, beloved characters, and dedicated fanbases, books are more likely to evolve in longterm, successful multimedia franchises than any other IP-based commissions.

Between 2020 and 2024, over a quarter of all children’s multimedia franchises were based on books, comics, or magazines.

One of the most outstanding examples is the adaptation of Enid Blyton’s Malory Towers. Published in 1946, a screen adaptation co-produced by the BBC, WildBrain, and BYUtv in the 2020s has enjoyed widespread success, being commissioned for 6 seasons and reaching 26 markets in just four years.

About Ampere Analysis Ampere is a market-leading data and analytics firm specializing in the media, games, and sports sectors. Their integrated approach combines in-depth financial and KPI analysis, detailed consumer profiling and polling, and title-by-title tracking of licensing and commissioning activity, offering a comprehensive and accurate view of the global entertainment market.

For any further info, visit https://www.ampereanalysis.com/

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Bethany Eppner, VP of Global Business Marketing at Fandom

FANDOM

Where Passionate Communities connect Licensing Magazine interviewed Bethany Eppner, VP of Global Business Marketing at Fandom – the leading global platform connecting brands to passionate communities through datadriven insights and authentic engagement.

What is Fandom and who is your target community?

Fandom is all about celebrating what people love. As the world’s largest platform for gaming and entertainment, we’ve created a destination where fans can explore, connect, and dive deeper into their favorite games, movies, and TV shows. We have more than 50 million pages of content, spanning different IPs and genres, from the biggest blockbusters to the most niche cult classics.

Fandom serves all kinds of fans, from people seeking a quick answer about a movie ending to invested fans creating detailed Wiki pages and debating fan theories. Both these targets are equally welcome and find value in our communities and content. Moreover, unlike many online spaces, we’re devoted to “joy scrolling”, with 81% of users reporting feeling positive when exploring our content. Here, fans dive into positive, immersive content to

explore the fictional worlds they love and unite around their favorite stories, characters, and universes.

What kind of insights and analytics does Fandom collect?

Fandom is powered by first-party data and our proprietary intelligence platform powered by FanDNA Helix, that gives us real-time insights into fan behavior across gaming and entertainment. It doesn’t just tell us what people are engaging with but why.

Helix analyzes trillions of signals to uncover trends, sentiment, and fandom intensity, helping us map out interestbased connections that traditional demographics often miss.

That means we can predict breakout moments before they happen and help brands show up with the right message, in the right community, at the right time.

Our platform also uncovers unexpected overlaps, like fans of an animated series primed for a fantasy RPG release. These

insights don’t just inform marketing; they enable cultural relevance for brands.

Could you delve some more into your reach and upcoming plans?

With almost 350 million monthly users and over 250,000 fan communities, Fandom is the #1 global platform for gaming and entertainment and the top entertainment destination for Gen Z. Our goal is to connect fans with the stories they love and help brands become a meaningful part of that journey. We turn passion for IPs into impact, helping brands connect authentically with fans through insights, content, and immersive experiences that drive real results. It’s not just about keeping up with pop culture, it’s about becoming part of it.

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The Legends of MeoShín’Ké

RUN WITH US PRODUCTIONS

The Raccoons turn 40!

Now remastered and restored in 4K, the award-winning animated series The Raccoons is experiencing a remarkable resurgence as it approaches its 40th anniversary.

Four decades after its debut, The Raccoons continues to resonate with kidult audiences and new fans with its everlasting message of environmentalism and social consciousness.

Originally sold to over 180 leading broadcasters – including BBC1, Disney Channel US, CBC, SuperRTL, Fox LatAm, France Télévisions, Mediaset, TVNZ, SABC, Turner Boomerang Europe, ITV, MBC, Teletoon, and RTVE – the series has been experiencing an incredible resurgence after the remastering of the legacy series from the original 35mm film to 4 K+.

Run With Us Productions, the company behind the creation of this outstanding IP, has now licensed the legacy series to nearly 40 territories globally In Canada, distribution is managed by Corus’ Boomerang Canada, Pluto, and Bell Media’s CRAVE; in the UK, The Raccoons is distributed by ITVX and Britbox; in Latin America, by Pluto; in the U.S., Mexico, Canada, and the UK by The Roku Channel; in Germany, Austria, and Switzerland by Dolphin Media. In Russia and the Baltic States, it is handled by Cartoon Classics.

Due to its increasing success, the company is partnering with new licensees worldwide in various consumer product categories. In the food sector, Gourmet du Village is a key partner for chocolate products in the US and Canada. In publishing, young reader novels by Candy Jar Books UK and Andrews UK feature The Raccoons characters. Truffle Shuffle, Peace Collective, and HMV manage sports fashion lines.

The remastered animated series has recently landed on YouTube, with the brand-new The Official Raccoons

YouTube Channel, where fans can enjoy original content in 4 K. Furthermore, a complete worldwide release of remastered iconic songs and music from The Raccoons is on the way, along with a brand-new spin-off series and feature film, which are currently in discussion with several top media players.

The Legends of MeoShín’Ké

Run With Us Productions is also working with Hwahwa Studios on the animated series The Legends of MeoShín’Ké.

The Legends of MeoShín’Ké reimagines ancient Asian mythology for a new generation. It presents a collision between the real world and the monsters and ghosts of ancient times, mirroring human emotions, conflicts, and values.

The animated series introduces each mythic figure through compelling stories narrated by guardian Meoshin, the 13th celestial animal excluded from the traditional zodiac.

With a central US and worldwide publishing partner in Andrews McMeel and a vast, dedicated YouTube fanbase, The Legends of MeoShin’Ké is poised to make a significant impact in the entertainment industry.

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PLATOSHKA ANIMATION STUDIO

Beadies goes Global!

Platoshka Animation Studio is expanding the reach of its edutainment brand, Beadies. Leveraging strategic partnerships with leading children’s content platforms, the studio will continue to deliver engaging, high-quality educational content to young audiences worldwide.

Thanks to a new collaboration with Ejunior and Bloom, a newly launched preschool channel by Evision, Platoshka is planning to expand the animated series Beadies into the Africa and Middle East (MENA) region.

Beadies leverages a unique approach to character-driven learning, adapting psychotype theory to character development. This approach ensures that every child can find a hero they relate to, learning how to navigate social and emotional situations, as well as providing parents with a deeper awareness of children’s unique personality traits.

Each character of the series corresponds to a specific psychotype and function: Cheep, the Sanguine type,

teaches daily routines and positive social interactions; the Phlegmatic Wolfy and Meowser enhance sensory exploration and curiosity, as well as creativity and imagination; Foxtail, the Choleric, encourages active play and leadership; and Hoppy, combining Melancholic-Sanguine traits, teaches self-expression through art and imaginative play.

With the increasing demand for interactive and exploratory educational experiences, Beadies is well-positioned to capture a significant share of the edutainment market, providing modern audiences with high-quality educational entertainment.

Beadies Public Domain Songs

Building on the success of the animated series, Platoshka launched the Beadies Public Domain Songs on KidsBeeTV and TinyBee – platforms known for their safe, ad-free, and educational entertainment.

The Songs collection offers a fresh

take on timeless classics, with 3D animation, cheerful melodies, and playful storytelling. Each song is creatively adapted to enhance speech development, introduce basic numeracy and literacy, teach daily routines, and promote positive social behaviors. By combining educational storytelling with beloved nursery rhymes and familiar tunes, animation, and character-driven learning, the Beadies brand is setting a new standard in children’s educational entertainment.

The Beadies series and songs will be available in Spanish by the summer of 2025, further expanding Platoshka Animation Studio’s global reach and educational purpose.

For any further information, please visit https://www. platoshka.studio/ and https://beadies-series.com/

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Ute Stauss, Managing Director at Licensing International Germany

LICENSING INTERNATIONAL GERMANY

Shifting Dynamics: The Evolving Licensing Industry in Germany

by Cristina Angelucci Licensing Magazine interviewed Ute Stauss, Managing Director at Licensing International Germany. The discussion delved into the key trends, challenges, and international growth potential driving the German licensing industry.

What are the main trends shaping the licensing industry in Germany?

We’re experiencing a shift away from the entertainment and toy business towards lifestyle, sports, and gaming products. New members are joining us, such as FT Bayern Munich, one of the biggest football clubs in Germany, the toy company Schleich Beck, and newcomers from the gaming industry.

Gen Z is currently defining licensing strategies. The concept of fandom and the growing importance of streaming platforms such as YouTube, and the gaming industry, are shaping the business. How are these elements developing within the German market?

When it comes to gaming and fandom, there is room for growth. They are shaping new dynamics that are appealing to Gen Z. The same is true for the combination of fashion, lifestyle,

and gaming, which is one of the key trends in Germany. For example, Adidas recently launched The Minecraft Movie Collection.

Sports licensing is following the same path and is poised for continued growth, driven by the Euro 2024. Two of the major sports brands in the world – Adidas and Puma – are located in

Germany, fostering innovative products and strong collaborations.

What is the German market’s current position regarding international relevance and expansion potential for German brands?

The answer is twofold. On the one hand, we have a strong set of German brands

In these pages, data from Licensing IInternational Survey about the German market

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About Licensing International Germany

with stable and successful businesses.

On the other hand, I think the German market tends to be more conservative, avoiding risks in licensed products or collaborations. It is a successful market, providing rich business opportunities, but it may be tricky, and it has different nuances and angles in it.

Earlier, we mentioned gaming. Gamers and fandom members are looking for specific products and are willing to spend much more than average consumers when it comes to licensed products. But if you look a little deeper, you will find out that top gamers have developed their merchandise, and their own YouTube channel, building a sort of shadow world that is not accessible from the outside. It’s a different world, and gamers wouldn’t shop in big retail chains or outlets. The ordinary licensing business strategies don’t work with them.

There is room for growth, but it’s a complex dynamic, and brands need to be a little more creative and try to understand and manage this shift.

What is the added value that German brands can bring to international markets?

Attention to detail, product quality, and delivering real value are deeply embedded in the German mindset.

Products are expected to serve a clear purpose and add meaningful value to consumers’ lives. It’s almost an engineering-driven approach, and we love it!

In your opinion, what will be the next major challenges that the German licensing industry has to face?

Tariff uncertainty is deeply affecting the market and it is the biggest challenge that the whole industry is facing.

Other than that, dealing with Gen Alpha will be a major challenge. This target has a small attention span, and they are not loyal consumers, so brands need to convey the right message within a short window of time – ideally within 8 seconds. Either you do right or fail.

And how can the industry be faster in product development when jumping on trends, or when dealing with the quality and attention to details required by fandom consumers? Learning how to balance these demanding requests, with innovation and flexibility, is key.

However, I think our market has proven to be very stable, so I’m optimistic.

Photo from BRANDmate 2024

Licensing International Germany is the regional association representing Licensing International, the leading global organization for the licensing industry.

It connects companies and professionals across various sectors, aiming to strengthen the licensing industry in Germany by sharing knowledge, creating new business opportunities, and adapting global trends to the local market. To achieve these goals, the association provides networking events, training programs, market analyses, and access to international events, fostering a strong community for collaboration and inspiration.

With its emphasis on innovation, the association positions itself as a driving force, showcasing the economic relevance and innovative potential of licensing models.

Ute Stauss has served as Managing Director Germany of Licensing International since February 2024.

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BRANDMATE

BRANDmate 2025: An Overview BRANDmate is a cross-industry event focused on brand collaborations, partnerships, and licensing, positioning itself as an innovative Germanfocused B2B networking event featuring brand showrooms, speaker stages, and festival-like touchpoints.

With its unique concept, BRANDmate has established itself as the leading German B2B networking event for brand collaborations, partnerships, and licensing. This is where branddriven companies come together to spark ideas for collaborations and joint licensing projects.

The fourth edition will take place on June 25–26, 2025, for the first time at the Grand Hall of Zeche Zollverein in Essen – a UNESCO World Heritage Site with unique industrial charm. The impressive backdrop of the former coking plant offers the perfect setting for creative encounters and innovative business models.

What to expect

This year’s edition promises to deliver inspiring keynotes, panels, and talks, as well as immersive brand experiences.

Licensors, licensees, agencies,

professional services, and creatives from various sectors - such as entertainment, toys, sports, outdoor, food, cosmetics, retail, fashion,

In these pages, photos from BRANDmate 2024 publishing, and more - are expected to take part in the show as exhibitors or visitors to generate cross-industry synergies.

For IP owners, manufacturers, and retailers, BRANDmate offers the ideal opportunity to showcase brands and products to an engaged audience and gain deep insights into current industry trends.

Exhibitors include g.l.a.m., Hasbro, Kiddinx, Mattel, NBCUniversal, RTL Consumer Products, Seven.One Licensing, Studio 100 International, Tessloff, Vontz, Warner Bros Discovery,

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examining how brands can better engage with fans and communities, and whether age-based targeting still holds relevance. Bruno Kollhorst of Die Techniker will kick off with a fresh perspective on brand interaction, followed by a panel with industry leaders from Banijay, yvolve, CE Community Edition, and Merz Verlag on the intersection of fandoms, subcultures, and brand identity. Jessica Bühler of We Are Family will round out the segment with new research on cultural marketing and generational targeting.

WDR Mediagroup, Wildbrain CPLG, and many others.

Two weeks before the event, the matchmaking function on the official website will go live, making networking transparent and efficient, and allowing guests to schedule meetings in advance.

Retail Day

Organized in cooperation with Licensing International Germany and BRANDmate, this exclusive themed day is specially tailored for retailers across all industries. It offers a diverse program featuring engaging presentations and exclusive expert roundtables that explore current challenges and solutions, present best practice examples and innovative business models, and highlight the growth potential of the licensing business.

Stage, Speakers and Topics

On June 25 and 26, numerous C-level speakers from various fields will

provide insights and ideas that are often overlooked in everyday business.

Organized into three thematic blocks, they share knowledge and industry perspectives.

On June 25, the conference theme BRANDS for Future delves into what future collaborations might look like and how AI can streamline and enhance licensing deals. Discussions will feature insights from Annie Reischmann of NEXT mdr on the emerging needs of media companies in the age of AI, Viktoria Rode at Rode Consulting on how AI accelerates the path from idea to collaboration, and Carla Scheunemann from VEMAG, who will speak with Frederick Wettey about the evolving role of promotional goods in licensing.

The game show BLINDmate – The Brand Matchmakers will highlight brand synergies in action.

The event continues on June 26 with BRANDS for Retail, a day devoted to how retailers can effectively leverage branding and licensing to drive innovation and profitability. Supported by an exclusive BRANDmate study by Appinio, this segment will feature expert insights on the power of brand licenses, bold retail strategies, consumer behavior around hype products, immersive commerce, and the importance of creating sensory in-store moments.

The sessions promise forward-looking inspiration for both retailers and brand professionals alike.

Exclusive Roundtables

At exclusive expert roundtables, only for retail participants, current challenges and solutions will be discussed, bestpractice examples and innovative business models will be presented, and the growth opportunities of licensing will be explored. Participants will benefit from the expertise of the roundtable hosts. Together, they will develop actionable strategies tailored to individual needs – tangible takeaways for retail professionals.

Also, BRANDS for Mates will tackle modern collaboration strategies,

For any further info and to register, visit: https://brandmate. events/en/

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In partnership with

LICENSING CHINA

Unveiling Trends and New Licensing Perspectives The Asian licensing show, held from April 7 to 9 in Shenzhen, was a three-day event filled with opportunities for networking, collaboration, and international growth. LM attended the event as a Media Partner.

Licensing China concluded its threeday show as a prominent platform for brand licensing and IP collaborations in China, with a growing international attendance. The show supported both domestic and global trade, and was part of three concurrent fairs.

Toy & Hobby China highlighted emerging industry trends through dedicated exhibition zones, such as the brand-new Trendy Toy & Collectibles Zone.

As an essential platform for discovering the latest products on the market, Baby & Stroller China focused on the innovations and key trends in baby products, such as multifunctionality, sustainability, safety, comfort, and smartness.

Finally, the 6th edition of Licensing China, which helps businesses navigate the ever-expanding world of IPs, broadened its exhibiting licensing categories to include animation and character, brand, celebrity, culture and art, and sports.

Tani Wong

With 130.000 sqm of exhibition space, the show attracted intense participation and a 47% increase in international visitors, welcoming more than 72.330 buyers from 79 countries and regions.

Its three-event combination created a diverse array of business opportunities, and unveiled valuable insights and indepth analysis of market trends and consumer needs.

unlocking new levels of purchasing power. Alongside this, Generation Z is asserting itself as a key demographic force and the leading consumer of licensed products, redefining expectations on brand engagement, product personalization, and emotional resonance.

Emerging Trends in the Asian Consumer Market

Health, Personalization, and Emotional Engagement

In this thriving context, Tani Wong, Representative of Licensing International in Greater China and Southeast Asia, unveiled a compelling survey led by the global licensing association. The survey explores the emerging trends and changes that will define Asian consumer markets in the coming year, with a focus on the Chinese Market.

In China, the middle class continues to grow at an impressive rate,

One of the most prominent trends is the rising focus on health and personal well-being. Gen Z is embracing a digitalfirst approach to wellness, with 32% of Gen Z consumers already using fitness and health-tracking apps. Meanwhile, healthcare, beauty, and personal care products are experiencing continued growth. Consumers seek products that support their health and align with their lifestyle goals, resulting in an increase in demand for healthcare, beauty, and fitness products, as reported by

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Euromonitor for 2025.

Alongside health consciousness, 51% of consumers also favor emotionally fulfilling and highly personalized products, mirroring their identity, values, and aspirations. Brands that respond to these needs with creativity, unique packaging, and tailored experiences are thus more likely to capture loyalty and long-term engagement.

Brand Transparency, Sustainability, and Fair Prices

The growing expectation for transparency and ethical conduct is another key aspect of this evolving landscape. 52% of consumers actively seek brands that demonstrate genuine

commitments to sustainability, ethical sourcing, and social responsibility.

This new awareness is driving the need for improved transparency within supply chains and greater openness in communication as fundamental aspects of building consumer trust.

Regarding consumers’ habits, in 2025 spending patterns are becoming more deliberate and thoughtful, with 59% of consumers keen to invest in experiences rather than physical goods, favoring emotional connection over material accumulation. However, this shift does not imply a disregard for value-price sensitivity; many consumers prioritize quality at a fair price.

Euromonitor data show that 65% of consumers favor affordable goods and services, as well as larger packages, and

In these pages, photos from Licensing China Shenzhen 2025. Copyright: Messe Frankfurt (HK) Ltd

prefer to make purchases in stores and retail outlets with discounts, pursuing a price-quality balance.

Cultural Identity in China

Chinese licensing trends reflect a deepening connection to both global and local culture. While international intellectual properties (IPs) continue to be popular, there is a movement toward adapting and localizing them to fit Chinese cultural contexts. At the same time, domestic IPs rooted in traditional Chinese culture are gaining popularity, not only within the country but also increasingly abroad - a unique opportunity for Chinese brands to export culturally rich content and expand their influence on the global stage, and for international IPs to find new localization opportunities.

Economic Complexities and Market Adaptation

Despite these exciting developments, the broader economic context remains complex. Geopolitical tensions continue to disrupt supply chains, and fluctuating tariffs determine the unpredictability of pricing and trade. Emerging markets in the region are facing rising inflation, with forecasts indicating rates as high as 5.5% in some areas. High interest rates increase operational costs, prompting companies to reassess their strategies and adopt more resilient and adaptive approaches.

In this environment, success will depend on a brand’s ability to remain flexible, grounded in creativity, and deeply connected to consumers’ evolving needs, prioritizing authenticity, transparency, and cultural resonance over traditional marketing strategies.

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B.DUCK

A Colorful Journey from Hong Kong to the World

by Sofia Li Crasti Licensing China 2025 highlighted an outstanding set of IPs and brands offering key business opportunities. Among others, B.DUCK stole the spotlight. Licensing Magazine visited Semk Licensing offices in Shenzhen, and we are glad to share the brand’s backstory and milestones with our readers.

Designed by Eddie Hui in 2005 as a toy for his children, through the past 20 years, B.DUCK has grown into an international lifestyle brand. Based in Hong Kong, with offices in Shenzhen and Shanghai, Semk Licensing - the licensor behind B.Duck brand - has built a global presence with a distinctive, playful aesthetic and a business model that thrives on licensing, creativity, and connection with fans.

The brand rapidly expanded its portfolio, now including more than 400 licensees in the Greater China Region, South East Asia and South America, with over 40.000 licensed products.

The brand’s dedicated design team

works closely with operational and licensing teams, ensuring their licensed merchandise meets quality standards.

With a character licensing business encompassing five primary services - Merchandise Licensing, Locationbased Entertainment (LBE) Licensing, Promotion Licensing, Content and Media Licensing, and Design Consultation - and more than 1.200 style guides, the company carefully oversees every aspect of the production process.

Licensing, Co-branding, and Strategic Growth

B.DUCK’s impressive physical presence boasts over 2.000 offline stores all over China, and iconic brand installations

A giant B.Duck statue welcomes visitors at the Semk Licensing offices in Shenzhen, China

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For any further info, please visit https://en.bduck.com/

identity while resonating with local cultures.

Moreover, B.DUCK offers mobile games, short animations, and collaborations with international artists, helping to maintain a vibrant communication with its fan base. Among many other exciting projects, a new super landmark playground in Indonesia will host events and tours, blending entertainment and retail into a unified brand experience.

B.DUCK’s IP crossovers that immediately captivate attention.

With a clothing line launched in 2012 and partnerships with major brands like Monchhiki, Hello Kitty, Kuromi, and Sesame, B.DUCK leverages several co-branding initiatives in the fashion sector, employing a multidimensional expansion strategy that adapts to different markets and balances online and offline retail.

In 2015, the company opened its flagship store on Tmall (a Chinese

website for B2C online retail), one of its key channels to attract new fans. Following this success, B.DUCK expanded and reached multiple platforms, like JD.com, VIP.com, and HKTVmall. While its e-commerce division, including a cross-border team, drives growth in some areas, the brand recognizes that online retail functions differently across regions. To navigate this, B.DUCK uses content developed in one country as a base for localization in others, helping to maintain brand

Sketch of the first B.DUCK product, the iconic Rubber Duck Radio Toy

With a presence in the USA, Brazil, Mexico, Russia, and across Asia (including China, Korea, Indonesia, Thailand, and Malaysia), B.DUCK continues to expand with its thriving business models, engaging projects, and deep emotional ties with global audiences.

As the Asian market steals the spotlight globally, proactively exporting Chinese culture, B.DUCK is leading the charge.

It leverages domestic OEM (Original Equipment Manufacturer) suppliers to outsource production and invests in new territories to create awareness through design-led innovation, successful licensing strategies, and a playful spirit that resonates across cultures.

Last but not least, as the general authorized agent of Perfetti Van Melle in China since 2011, B.DUCK manages the Chinese licensing expansion of PVM’s brands, including Chupa Chups, Mentos, Alpenliebe, and BigBabol spanning multiple categories: fashion and clothing, makeup and personal care, 3C electronic products, offline beauty exhibitions, and more.

Special B.Duck trolleys. Photo taken in the Semk Licensing showroom in Shenzhen

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ACE FAIR

Celebrating 20 Years of Innovation The Asia Content & Entertainment (ACE) Fair 2025 (August 28 to 31, 2025, Kimdaejung Convention Center, Gwangju, South Korea) is launching a brand-new edition to celebrate its 20th Anniversary, while solidifying its role as Asia’s cultural and creative powerhouse.

The Exhibition Areas: An Overview

For two decades, the Asia Content & Entertainment (ACE) Fair has served as the premier global platform for industry leaders to redefine the future of content and entertainment. This landmark 20th anniversary edition promises to offer a groundbreaking experience – shaping innovation across multiple sectors, including broadcasting and OTT platforms, animation and characters, digital content, and licensing.

Building on the success of the previous edition, which welcomed 400 exhibitors, 190 buyers, and 44.432 visitors from 30 countries, ACE Fair 2025 aims to provide unique advantages for business expansion and professional networking.

The Fair includes four exhibition areas, strategically designed to showcase the diverse content and entertainment industry landscape, with a special emphasis on digital innovations and AI-driven technologies: Broadcasting, Animation Character, Digital Content, and Overseas Content. These areas provide a comprehensive platform for business promotion and cultural exchange, while also supporting

structured business meetings and global content licensing opportunities.

The Content Developer Conference (CDC)

The prestigious annual Content Developer Conference (CDC) is a highlight event where top-tier professionals discuss critical market trends and emerging technologies.

This year, the 5th Content Developer Conference promises an even stronger lineup, and includes a keynote exploring the development and future of the content market in relation to generative AI. Industry experts will lead discussions on AI-powered content production and distribution, IP content expansion strategies, and the evolution of streaming platforms.

With nearly half of the attendees coming from international markets, the Conference serves as the ultimate platform for forward-thinking content professionals.

Positioning at the forefront of content innovation, ACE Fair offers an unmissable opportunity to gain valuable insights and exchange ideas with the key players of the industry.

2024 Content Development Conference (CDC)

Exhibitor applications are open

by July 18, 2025.

For more information and to register, please visit www.acefair.or.kr or contact the ACE Fair Secretariat at os@acefair.or.kr

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CHINA AUDIO-VIDEO AND DIGITAL PUBLISHING ASSOCIATION (CADPA)

The Global Rise of the Chinese Digital Content Industry

by Sara Wang, Licensing Magazine Representative in China

Ao Ran, Executive Vice Director of CADPA What role does CADPA play in the Chinese licensing industry?

The China Audio-Video and Digital Publishing Association (CADPA) is a social organization comprising enterprises from relevant industries in China, boasting over 1500 members among major publishing houses, record labels, and internet content service enterprises, spanning games, music, and online literature.

With the rapid development of the Chinese licensing industry, CADPA aims to discover outstanding works and encourage content creation. Its annual research reports - delving into digital reading, online literature, music, games, and related fields - unveil valuable market insights, industry trends, and technological innovations. The CADPA also hosts annual industry conferences and exhibitions. Among them, China Joy, a gaming expo organized by the association in Shanghai, ranks as the

Licensing Magazine shared a moment of discussion with Ao Ran, Executive Vice Director of China Audio-Video and Digital Publishing Association. With remarkable experience in publishing, distribution, and management, Ran shares insights on the evolving digital content landscape and the global role of the Chinese content industry. second-largest of its kind globally, attracting over 350,000 visitors annually.

How is the Chinese content industry positioned on a global scale?

Over the past three years, China’s publishing industry has re-emerged as an active player on the global scene.

We have witnessed a rise in activities hosted by Chinese exhibitors, who showcase their publications and engage in buying or promoting copyrights internationally. Moreover, we have observed remarkable progress both in foreign publications, thriving in Chinese bookstores, and China’s domestic original publishing.

The international publication of Chinese literary works has helped spread Chinese culture globally, with international book fairs serving as key platforms for copyright trading and cross-border licensing. These exchanges also drive the adoption of

A giant installation of One Piece at China Joy

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technologies like AI, blockchain, and AR in the publishing industry. Initiatives like the EU’s Open Science promote global sharing of research, showing that international publishing goes beyond commerce and fosters cultural dialogue.

In a globalized digital era, deeper collaboration can promote equitable knowledge sharing, cultural growth, and industry innovation.

Could you delve deeper into the evolution of digital content in China?

In China, the label “digital publishing” encompasses e-books, audiobooks, and content database products, as well as online music, literature, and gaming, covering the entire digital content industry. In recent years, it has been profoundly influenced by digitization. Emerging technologies have revolutionized production and dissemination strategies, and the boundaries of the content industry have continued to expand, facilitating cultural exchanges with significant implications for promoting economic transformation, preserving cultural heritage, and advancing societal progress. Regardless of how content will evolve in the future, data, information, and knowledge will remain at the core of the content industry.

Meanwhile, the content sector, including publishing, must confront the impact of technology head-on. Digital audiovisual content and imagery, digital humanities, and even virtual reality (VR) and augmented reality (AR) content will gradually become conventional resources for content enterprises.

Additionally, people’s reading habits are shifting from pages to screens, and products include texts, images, videos, and audio.

The Chinese Publishing Industry in Numbers Driven by internet technologies, China’s digital publishing industry has witnessed rapid development, with its industrial scale far surpassing that of traditional content industries. In 2023, the industry’s sales revenue reached RMB 1.617968 trillion (approximately USD 223 billion), with a compound annual growth rate (CAGR) of 11.1% over the past three years.

Data for 2024 is set to be released in mid-year, with an anticipated growth rate of 6%.

With the rapid expansion of the internet in China, the number of netizens has surged to over 1 billion. The vast majority access the internet via mobile devices at relatively low costs compared to other countries. In terms of the sub-sectors of the digital content industry, according to CADPA statistics, the market size for e-books, databases, audiobooks, and online literature increased from RMB 35.16 billion in 2020 to RMB 56.70 billion in 2023, registering a compound annual growth rate (CAGR) of 17.1%. The online music, short video music, and live-streaming music sectors expanded from RMB 109.93 billion in 2020 to RMB 190.75 billion in 2023, with a compound annual growth rate (CAGR) of 19.9%. The gaming sector grew from RMB 278.687 billion in 2020 to RMB 325.783 billion in 2024, achieving a CAGR of 5.4%. Notably, the user bases for digital reading, digital music, and online gaming in China each exceed half of the total netizen population. Online literature and online gaming have over 550 million users, and more than 800 million netizens use online music, either for direct content consumption or in music-related scenarios.

The responsibility of associations like ours is to confront new technologies, collaborate with peers through continuous research and innovation, and take action, anticipating future trends and exploring new ways. For the publishing industry, the key is embracing change rather than clinging to outdated practices.

How are CADPA member companies engaging with the broader licensing industry?

We have always supported international cooperation in copyright-related businesses, aiming for mutual growth.

Personally, as former General Manager

Chinese edition of My Little Pony by Children’s Fun Publishing Co., Ltd

Ms. Shi Yan, General Manager of Children’s Fun Publishing Co., Ltd, in conversation with European publisher of Children’s Fun Publishing Co., Ltd., a joint venture between China and Denmark’s Egmont, I witnessed firsthand how collaboration can lead to successful outcomes for both parties. China’s book, gaming, and music sectors have flourished through such partnerships, while international companies have also gained significant popularity. International players like Elsevier, Springer, Universal Music, Warner Music, Sony Music, Ubisoft, and Blizzard hold significant market shares in China, exceeding the global reach of similar Chinese products. We believe copyright protection is the foundation of the content industry. Our members must strictly comply with local laws and respect cultural traditions when cooperating abroad, ensuring proper protection of intellectual property.

Only through respectful, mutually beneficial partnerships can Chinese and international publishing enterprises thrive together.

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CHINA LICENSING EXPO

The Ultimate Asian Licensing Show Taking place October 15-17 at the Shanghai New International Expo Centre, the China Licensing Expo (CLE) 2025 will mark the 18th edition of Asia’s largest licensing show since its debut in 2007 promising to be a landmark in the licensing industry, showcasing the latest trends, innovations, and opportunities.

Bringing together international exhibitors and professionals, the China Licensing Expo 2025 aims to foster collaboration and networking among brands, licensees, and industry leaders.

Hosted by the China Toy&Juvenile Products Association (CTJPA) and the Licensing Council of China, the upcoming event will highlight significant business opportunities, spanning 16 key license categories - food and beverage, apparel, home décor, stationery, toys and consumer electronics.

The list of exhibitors includes industry key players like Disney, Warner Bros., and Pokémon, sharing the stage with pavilions from South Korea, Japan, Europe, and the United States. Major brands in the cartoon and animation industry - among the others, Mickey Mouse and Transformers - will be attending the show, alongside fashion and lifestyle brands such as POP MART and tokidoki. The cultural industry will leverage prestigious institutions like The British Museum and The Palace

Museum, within the arts and museums sections.

The remarkable success of the 2024 edition (Shanghai, October 16-18, 2024), featuring 424 exhibitors and over 2.500 domestic and international IPs, enhanced the role of China Licensing Expo as a valuable and unmissable platform for industry professionals including IP copyright holders, licensees, distributors, manufacturers, and retailers - to network and explore collaborative

The Licensing Council of China The Licensing Council of China is the sole national trade association dedicated to the licensing industry. Working with different government organizations - including the Ministry of Commerce and the Ministry of Culture and Tourism - as well as 26 national trade associations, the council plays a key role in the industry, fostering growth and elevating professional expertise. Its functions include strategic planning, trade development, brand promotion, statistical reporting, omni-media operations, international collaborations, and charity initiatives.

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JOIN THE CHINESE EDITION OF LICENSING MAGAZINE Licensing Magazine will exhibit at the next China Licensing Expo and will release a dedicated Chinese issue in October. To learn more, please write to: info@brands-media.com For any further information about the China Licensing Expo, visit: en.chinalicensingexpo.com

opportunities across borders. The 17th edition covered an expansive area of 50.000 square meters and hosted more than 100 events, attracting 86.128 professional visitors (a remarkable 30% increase year-on-year) and nearly 2.000 overseas buyers - with a surge of 110%.

This year, the event plans to cover 65.000 square meters, featuring over 200 press partners for an extensive media coverage and showcasing more than 2.600 international IPs. With its expansive scope and international reach, CLE 2025 promises to be once again a pivotal event for industry professionals eager to explore new licensing opportunities and create valuable global partnerships in the dynamic Asian market.

The Rise of Licensing in China

The remarkable success of the China Licensing Expo in 2024 and its increasing international role reflects the impressive growth and resilience of the Chinese licensing industry, as well as

About CTJPA The China Toy & Juvenile Products Association (CTJPA) is a non-profit trade organization dedicated to toys, kids’ products, preschool products, and licensing.

Supported by the Chinese Government since 1986, CTJPA now holds a leading role in the Chinese licensing industry, assisting its membership companies in gaining competitiveness in the market and meeting the increasing demand for licensing products.

its ranking as the world’s fourth-largest licensing market (Global Licensing Survey, Licensing International).

In 2023, retail sales of licensed products reached RMB 140.1 billion RMB, reflecting a 0.8% increase yearon-year, while royalties increased to RMB 5.47 billion, up by 0.9%. These figures demonstrate strong demand for licensed merchandise across various sectors. By the end of 2023, 68.5% of licensors had been active in the market for four years or more, marking a 2.1% increase from 2022, while 20.2% had over ten years of experience. Conversely,

newcomers with one year or less in the business represented 14.9% of the total, reflecting a significant increase of 10.8% from the previous year. This influx of new licensors indicates a vibrant market with fresh ideas and business models.

As of December 2023, China had 654 brand licensors, representing a 1.4% year-on-year increase, while the number of licensed IPs (2.483), increased 3.1% from 2022. Notably, entertainment IPs dominated the market, accounting for 54.8% of licensing activities, with cartoon and animation IPs representing 30.4% of that share.

In these pages, photos from China Licensing Expo 2024

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Keep up-to-date with industry news from all over the world Licensing Magazine is one of the only trade publications that: - Reaches over 110 countries, - Has over 80.000 monthly readers on its digital and print magazines, weekly newsletters, social media pages and allnews website, - Offers transmedia coverage on the licensing, digital, entertainment, animation, fashion and publishing industries,

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Follow us on our social media pages, and subscribe to our weekly newsletters, LM e-news, to keep updated on the latest industry novelties, events and trends.

The next events to follow!

... And where you can find us!

EVENT

PLACE

DATE

CATEGORY

WEBSITE

Las Vegas Licensing Expo

Las Vegas, USA

20 - 22 May

Licenisng

ShopTalk Europe

Barcelona, Spain

2 - 4 June

Retail

Annecy International Animation Festival and MIFA

Annecy, France

10 - 13 June

Animation

www.licensingexpo.com/

shoptalkeurope.com/

www.annecyfestival.com

BrandMate

Essen, Germany

25 - 26 June

Licensing

brandmate.events/

France Licensing Day

Paris, France

1 July

Licensing

www.francelicensingday.com

Content Tokyo

Tokyo, Japan

2 - 4 July

Licensing

www.content-tokyo.jp/hub/en-gb.html

Children’s Media Conference

Sheffield, UK

8 - 10 July

Entertainment

www.thechildrensmediaconference.com/

Character Licensing Fair

Soul, Korea

17 - 20 July

Licensing

www.characterfair.kr/

Creative Expo Taiwan

Taiwan

2 - 11 August

Licensing

creativexpo.tw/en/

Gamescom

Cologne, Germany

20 - 24 August

Gaming

www.gamescom.global/en

LicensingCon Latam

São Paulo, Brasil

27 - 28 August

Licensing

licensingcon.com.br/

The Business Show Asia

Singapore

27 - 28 August

Licensing

www.asiabusinessshow.com/

ACE Fair

Gwanju, Korea

28 - 31 August

Licensing

www.acefair.or.kr/

Private Label Middle East

Dubai

15 - 17 September

Retail

www.prime-expo.com/

Cartoon Forum

Toulouse, France

15 - 18 September

Animation

www.cartoon-media.eu/forum/

Franchising & Licensing Asia

Singapore

18 - 20 September

Licensing

www.franchiselicenseasia.com/

Brand Licensing Europe

London, UK

7 - 9 October

Licensing

www.brandlicensing.eu/

In October 2025, Brand Licensing Europe is the event where we launch our next packed issue! Write to info@brands-media. com to learn more how to join us! Also, we invite you to discover our plans for an intense Fall season and our next global tour!