Licensing Magazine October 2025

LICENSING | BRANDING | MEDIA&DIGITAL | PUBLISHING TRADE MAGAZINE

BLE SPECIAL REPORT

SPOTLIGHT ON THE ASIAN MARKET EXCLUSIVE INSIGHTS AND INTERVIEWS

DEAR READER

Welcome to this new issue of Licensing Magazine. More than ever, the licensing market is demonstrating its strong resilience despite new economic challenges and socio-political uncertainties.

In this edition, you’ll find most of the latest industry news, a rich Focus on Asia column, data and market researches to help navigate an increasingly complex industry.

As always, LM is preparing for an international tour that will take us to many events, starting with the debut of this issue at Brand Licensing Europe. Like every year, you can meet us at our booth, #E135. Afterwards, we will release a new Chinese edition of LM at the China Licensing Expo, where we not only have a booth but also organized the very first international delegation attending this event. In October, you can also meet us at MIPCOM in Cannes, where we will have another booth featuring our publication dedicated to the Animation Industry. Our tour continues with the China International Children’s Book Fair in November, followed by the unmissable Asia TV Forum at the beginning of December.

LM is working to offer an even richer platform to spotlight the latest news and exclusvie insights for the international licensing industry. We look forward to sharing our updates with you! Stay tuned!

Enjoy your reading, and see you soon around!

Cristina Angelucci

PUBLISHER

BM Srl

EDITOR-IN-CHIEF

Cristina Angelucci

GRAPHIC DESIGN

Francesca Wolfler

SPECIAL THANKS TO Beatrice Pezzella, Serena Previderé, Licensing International, The Insights Family, China Licensing, Juliana Tartara for Fabric

PUBLISHING, ADVERTISING AND ADMINISTRATION

BM Srl - Via Po, 14 - 10123 Torino, Italy Ph. +39 011 1921 1996 info@brands-media.com

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DEAPLANETA

ENTERTAINMENT

DeAPlaneta at 25: Celebrating Legacies, Embracing New Horizons

Past, Present and Future. DeAPlaneta Portfolio

SPIN MASTER

Toca Boca: Engaging Fans from Virtual to Real Life

STUDIO 100

INTERNATIONAL

Studio 100 International

Showcases Content Highlights at BLE 2025

SANRIO

The Formula behind Sanrio’s Lasting Global Appeal

KONAMI CROSS MEDIA

New Content Engagement through FAST Channels

New European Licensing Deals for Yu-Gi-Oh!

INTERNATIONAL COMPANY

Another Exciting Year for Pokémon

MIRACULOUS CORP

Inspiring Future Heroes to Change the World!

RIGHTS & BRANDS

The Values at the Heart of R&B’s Global Success

bugatti

A European Fashion Powerhouse Sets Sights on Asian Licensing Expansion

BOOSTER MILANO

Booster Milano: New Energy and Iconic Characters

MAURIZIO DISTEFANO LICENSING

A Universe of Brands: How Maurizio Distefano Licensing Connects Generations and Categories

BOAT ROCKER STUDIOS

Top Entertainment Brands Set for Spotlight at BLE

MINECRAFT

The Worldwide Cultural Power of Minecraft

SEGA

Celebrating the Past and Future of Sonic the Hedgehog ROVIO

The Angry Birds Movie 3: A Global Moment in the Making

The Raccoons: Legacy, Renewal, and the Future THE SMILEY COMPANY Celebrating Smileys

GLOBAL MERCHANDISING SERVICES

Building Global Icons

MOB ENTERTAINMENT

Mob Entertainment Debuts with Poppy Playtime at BLE

RUN WITH US PRODUCTIONS

WAKA STUDIO

Waka Studio Company

Limited: From Toy Innovation to

Gaming, Nostalgia and Pop

Driving Successful Branding Strategies

TAICCA CREATIVE CONTENT AGENCY

Creativity from Taiwan for a Global Audience

DAEWON MEDIA

SESAME WORKSHOP

Balancing Heritage and Innovation

WILDBRAIN

Celebrating Nostalgia, Driving Innovation: WildBrain’s 360° Approach to Franchise Growth

WILDBRAIN CPLG

Unlocking Brand Potential with Franchise- First Thinking

OFFICINA COMUNICAZIONE

Skifidol Italian Brainrot: Europe’s Next Licensing Powerhouse

Building Korea’s Next Global Franchises

SPOTLIGHT ON KOREA A Look Back at the 2025 ACE Fair

The Rising Appeal of Korean Brands

Connecting

and Europe

CHINA LICENSING INDUSTRY

China’s Licensing Industry Report 2025: Gen Z Drives an IP Revolution

ASIA TV FORUM Bridging Asia and Europe

Asian

INSIGHTS

The IPs, Channels and Products Capturing Gen Z and Gen Alpha Audiences

OUTFIT7

From Animated Series to New Games, Toys, and Global Partnerships

2025 is far from over, but it has already shaped up to be one of the most important years in the history of Outfit7 and its iconic Talking Tom & Friends brand.

At a time when much of the entertainment industry is facing uncertainty, Outfit7 is speeding up. This year, the company has gone all in by launching multiple projects, securing new global partnerships, and setting bold ambitions for the future.

From the official launch of its highly anticipated animated series Talking Tom Heroes: Suddenly Super to announcing a premium toy line inspired by the series, bringing even more broadcasters on board worldwide, releasing two new mobile games, refreshing its brand identity, and developing a remastered edition of the original Talking Tom game, Outfit7 shows no signs of slowing down. With more partnerships and brand activations planned, the company is gaining momentum at a speed few others in the industry can match.

Talking Tom Heroes: Suddenly SuperA Fresh Leap Forward

At the heart of a big year for Outfit7 is Talking Tom Heroes: Suddenly Super, one of the company’s most ambitious animated projects yet. Produced in

collaboration with Epic Story Media and ReDefine Originals (a division of DNEG), the series marks a bold step forward in storytelling, animation quality, and global reach.

Across 52 episodes, the show reintroduces beloved characters, Talking Tom, Talking Angela, Talking Ben, and Talking Hank, but this time their lives take an unexpected turn when a mysterious device grants them unique superpowers. Each character’s abilities

reflect their personality, inspiring stories that blend action, comedy, and heartfelt moments. The real message behind the series is deeper: it’s about teamwork, problem-solving, and finding the hero inside.

From dynamic visuals to engaging character arcs, Talking Tom Heroes: Suddenly Super represents a creative leap for the Talking Tom & Friends brand. Outfit7 worked closely with its partners to craft an experience that connects

In these pages images from the new Talking Tom Heroes: Suddenly Supper Toy Line and TV Series

with a new generation of viewers while staying true to the humor and charm that has made Talking Tom & Friends a global success.

Italy Leads the Way

The series officially debuted earlier this year in Italy, where it premiered on Cartoonito to a warm reception. Families welcomed the show’s fresh approach to the franchise, making it one of Cartoonito’s top titles. Digital access via Mediaset Infinity and the Cartoonito app has also expanded kids’ reach across multiple platforms.

Building on this success, a new batch of episodes just went live on September 16th, providing Italian audiences with even more adventures to enjoy.

A Global Network of Broadcasters

Following its successful debut in Italy, Outfit7 has secured a strong lineup of broadcasters to bring Talking Tom Heroes: Suddenly Super to families worldwide. A significant milestone is approaching in the UK, with the series set to premiere on the BBC’s CBeebies in October. Episodes will also be available on BBC iPlayer, giving UK families the flexibility to watch anytime. For Outfit7, this deal marks a significant breakthrough, positioning Talking Tom & Friends alongside some of the BBC’s most trusted and beloved children’s shows. Across Europe and Asia, Warner Bros. Discovery is playing a key role in expanding the series’ reach. In Italy, Suddenly Super continues its strong performance on Cartoonito. At the same time, in the Asia-Pacific region, the series airs on a mix of Cartoonito and Boomerang channels across Southeast Asia, Taiwan, Hong Kong, and South Korea. In Portugal, the series is set to debut this fall on Canal Panda and Panda+, both top destinations for family

entertainment. Meanwhile, Duo Media Networks has introduced the show to audiences in the Baltic States, including Latvia, Lithuania, and Estonia. Outside Europe, Outfit7 has also expanded into China through a partnership with Youku, one of the country’s leading streaming platforms. With its lively animation style and universal humor, the series is wellpositioned to resonate strongly with Chinese viewers. These partnerships together ensure that Talking Tom Heroes: Suddenly Super reaches millions of children worldwide, uniting them through a vibrant, dynamic franchise.

Bringing the Heroes Home - Premium Toy Line

Outfit7 is expanding the franchise beyond the screen with a premium toy line inspired by Talking Tom Heroes: Suddenly Super. Developed in partnership with Spider International Business Development and distributed by Maggio3 S.r.l., the collection will launch this fall in Italy. From detailed action figures and plush characters to vehicles and interactive playsets, the toys are designed with great care to reflect the characters’ unique personalities and powers. Each

item is made to inspire creativity and storytelling, encouraging kids to recreate their favorite episodes or imagine entirely new adventures. After its debut in Italy, the toy line will expand to other regions in 2026, including the UK and Portugal, supported by coordinated marketing campaigns tied to new episode releases.

A Supercharged Year for Games

Gaming has always been the core of the Talking Tom & Friends brand, and in 2025, Outfit7 expanded its gaming offerings to new levels. The company aims to create experiences that connect with multiple generations of fans while bringing fresh, high-quality gameplay to new audiences.

This summer, My Talking Tom Friends 2 launched, surpassing seven million downloads in its first week. The game builds on the beloved “virtual pet” formula while adding new interactive features, upgraded animations, and expanded character relationships, offering fans a richer way to connect with their favorite friends.

Meanwhile, Talking Tom & Friends: World introduced an entirely new type of gameplay for younger audiences, marking the first game in the franchise built specifically for kids. Designed as an exploration-based experience, the game encourages players to interact with their favorite characters in playful, creative environments inspired by the themes of teamwork and friendship seen in the animated series.

To honor the franchise’s roots, Outfit7 is releasing a remastered version of the original Talking Tom app this fall. With modern visuals, smoother interactions, and improved features, the remaster bridges the past and present, giving both longtime fans and new players a fresh way to enjoy the game that started it all.

Partnerships, Live Events, and CrossFranchise Experience

Outfit7 also boosts fan engagement through strategic partnerships and immersive experiences.

A highlight of 2025 is the company’s year-long partnership with Miraculous: Tales of Ladybug & Cat Noir. Through this collaboration, fans can expect cross-franchise events, themed content, and exclusive products that connect the two popular universes. From in-game activations to physical merchandise, the partnership offers unique opportunities for shared storytelling and engaging different audiences.

Outfit7 has also partnered with Mini World to introduce Talking Tom-themed environments, challenges, and rewards

to one of China’s top sandbox games. A separate collaboration with PK XD has extended Talking Tom’s reach to millions of new players worldwide, featuring themed skins, activities, and events that reflect the franchise’s spirit of playful exploration.

The brand has also expanded into live events, highlighted by its partnership with Spacetoon Group, which brought Talking Tom & Friends to the third edition of the Qatar Toy Festival. Held from July 4 to August 6 at the Doha Exhibition and Convention Center, the festival featured a Talking Tom & Friends-themed train, complete with interactive food stations, activities, and immersive attractions for families. The event received a fantastic response, marking a successful debut in large-scale live activations and paving the way for future themed events in the MENA region.

Global campaigns like Amazon Prime Day and TikTok’s Deals for You Days have further boosted the brand’s visibility by using innovative digital marketing to reach millions of fans worldwide.

Talking Tom & Friends: A Brand Evolution

2025 marks the start of a transformative chapter for the Talking Tom & Friends brand. Having entertained families for over 15 years and achieved more than 25 billion downloads across its mobile gaming portfolio, the franchise is entering its boldest phase yet with a refreshed identity and an expanded creative vision.

This evolution is already evident in the latest games, where fans can see redesigned characters, improved animations, and more interactive features that add even more personality and depth to the Talking Tom & Friends universe.

Looking ahead, the updated designs and storytelling approach are set to gradually expand into future content. The aim is straightforward: to create a richer, more immersive world where fans can enjoy Talking Tom & Friends in safe, meaningful, and exciting ways.

Looking Ahead

From the launch of Talking Tom Heroes: Suddenly Super to a premium toy line, new games, live events, and crossfranchise collaborations, 2025 has redefined what Talking Tom & Friends can be. Outfit7 has created a thriving ecosystem where storytelling, play, and technology converge, and the momentum is only beginning to grow. With more episodes, toy launches, gaming innovations, and partnerships already in progress, the next chapter promises to be even bigger.

Talking Tom & Friends isn’t just evolving; it’s expanding, inspiring, and opening new ways for fans worldwide to connect with the characters they love.

And for Outfit7, this has been not just a successful year but the beginning of a bold new era.

New Content Engagement through FAST Channels

LM met Mark Kirk, SVP of Distribution at Konami Cross Media NY, Inc., to learn more about their FAST Channels’ Content strategy. In the meantime, new licensing deals have been announced for the upcoming season.

Why is Yu-Gi-Oh! tailored-made for Fast Channels?

Yu-Gi-Oh! is a perfect fit for FAST (Free Ad-supported Streaming Television) services. Its action-packed duels are easy for anyone to follow, whether they’re a dedicated fan or a casual viewer dropping in on an episode. With over 25 years of history across its series and the popular TRADING CARD GAME, the franchise has unparalleled recognition. Characters like Yugi and his iconic spiky hair evoke powerful nostalgia, while the extensive library of over 1,000 episodes makes it an ideal partner for a platform that thrives on familiar, evergreen content.

What do you think the impact of the rise of Fast Channels has on the television industry?

For viewers, it offers a free, familiar viewing experience as it mimics a cable offering. This is especially important as many consumers are suffering subscription fatigue.

How do Fast Channels fit into the Yu-GiOh! digital strategy?

For a brand like Yu-Gi-Oh!, the FAST model leverages powerful feelings of nostalgia. Viewers can turn on the channel and be instantly transported back to watching the show after school or on Saturday mornings. This familiar,

KONAMI CROSS MEDIA

Mark Kirk

low-friction experience encourages longer viewing sessions and builds a consistent viewing habit.

Passive viewing on FAST channels serves as a powerful engagement tool, converting casual viewers into active fans. When a viewer stumbles upon a Yu-Gi-Oh! marathon, it can reignite their passion for the franchise. This “re-engagement” drives them to seek out more content, whether it’s specific episodes on VOD, interacting with social media, or even purchasing the Trading Card Game.

Tell us about the rollout of Yu-Gi-Oh! FAST channels.  When did it begin?  What has been the reaction from the fan base?  How many countries is the property in?  What are some of the major players on board?  What does this mean to the brand overall?

Yu-Gi-Oh! has established a significant and enduring presence in the FAST landscape. Our journey began with content on Pluto TV, which evolved into the launch of our own dedicated branded channel in 2020.

As FAST viewership has surged, so too has our reach. We have strategically expanded the channel to a multitude of global CTV platforms, including Samsung, Roku, LG, Twitch, and YouTube. This widespread availability in over 100 countries and in seven languages ensures we effectively engage with fans across this rapidly growing segment of the streaming market.

Yu-Gi-Oh! has a library of almost 1,000 episodes. In terms of scheduling, how do you approach this?  Are there any special program stunts, themes, or unique ways in which the episodes are presented?

To cater to fans who love deep-dive marathons, our programming strategy uses the iconic series Yu-Gi-Oh! Duel Monsters for prime-time and weekend binge-fests of up to 10 hours. Episodes also run chronologically throughout the week for a seamless viewing experience.

We’ve also developed curated Duelist Spotlight marathons, airing twice a week. Using our comprehensive show bible, we track and broadcast every duel from a single character in chronological order. Currently, these spotlight marathons feature characters from YuGi-Oh! GX on Mondays and Yu-Gi-Oh! Duel Monsters on Fridays, with plans to expand to Yu-Gi-Oh! 5D’s and Yu-Gi-Oh! ZEXAL soon.

Additionally, we use sequel series like

Yu-Gi-Oh! Zexal, A Japanese manga and anime series and the third spin-off of the Yu-Gi-Oh! franchise

Yu-Gi-Oh! GX and Yu-Gi-Oh! ZEXAL to fill daytime slots, allowing fans to explore the full depth of the franchise’s catalog. For stunting, we connect our brand to cultural moments by creating themed marathons tied to the calendar. Our seasonal programming uses fun puns to engage our audience. Some examples include: Back to Duel (August/Sept), when we feature episodes of Yu-Gi-Oh! GX set at Duel Academy to celebrate the back-to-school season; Shadow Game Sundays, in October, celebrating all supernatural-themed duels from YuGi-Oh! Duel Monsters run throughout the month in celebration of Halloween. Moreover, for Thanksgiving, with Yugi’s Friendsgiving, we celebrate episodes where the power of friendship wins. Finally, in December, with Winter Won Duel-Land we will run a marathon to celebrate the festive holiday season with winter-themed duels.

What are the challenges?  Have there been any surprise developments you are not expecting?

The primary challenge we face is effectively programming a vast content library to maintain viewer engagement over time. Our success in this area hinges on the deep expertise of our programming team. Having true fans

on the team is crucial, as their intimate knowledge of the series and its storylines allows for the creation of truly compelling schedules and marathons.

Initially, we were surprised to see that the expansion of our FAST channel did not negatively impact the performance of our VOD offerings. In fact, VOD performance has either stabilized or increased. Our FAST channel serves as a gateway that re-engages fans and drives them to seek out our on-demand content for a more active, deep-dive experience.

What other digital initiatives have been successful for the Yu-Gi-Oh! brand?

Our strategic partnerships with leading anime-specific platforms like Crunchyroll and ADN are crucial for reaching a key demographic of dedicated anime fans. These collaborations allow us to provide the original, uncut Japanese versions of our series with subtitles, catering directly to an older, more discerning audience that values authenticity and a premium viewing experience. This focused approach ensures that we not only serve our existing fan base but also attract new viewers who are deeply invested in the anime culture.

New European Licensing Deals for Yu-Gi-Oh!

Konami Cross Media NY, Inc. has secured, for the Yu-Gi-Oh! franchise, an important partnership agreement with Forbidden Planet, the world’s largest pop culture Direct-to-Retail company.

With a focus on the European market, more Yu-Gi-Oh! merchandise will soon be found at retail with additional licensee deals that feature fashion, skateboards, puzzles, special plush accessories bags and collectible action figures.

As Jennifer Coleman, Senior Vice President, Marketing and Licensing, at Konami Cross Media says: “We are pleased to conclude these new licensee partnerships that will introduce many must-haves Yu-Gi-Oh! products for the first time, giving us access to important retail distribution channels in key territories around the world,” said Coleman. “The new Yu-Gi-Oh! merch will begin to roll out by third quarter this year.”

Fine Chaos, the Danish fashion house, is bringing their distinct style and eye to a range of Yu-Gi-Oh! inspired apparel, making a special debut at the Yu-GiOh! World Championship Series in Paris, France. The company uses their garments and collections to tell a story that keeps their global fan base coming back for more with each new drop.

Forbidden Planet will conduct a deep dive into Yu-Gi-Oh! and the 1100+ hours of the Anime series to create never-before-seen collectible merch for hard-core fans. Since 1978, Forbidden Planet has been a haven for pop culture enthusiasts, selling action figures, books, comics, graphic novels, toys, and games at stores in many major

UK cities. Forbidden Planet’s footprint covers the U.K. and the Republic of Ireland, bringing an array of Yu-Gi-Oh! products exclusively to their stores and online.

Clementoni is a leader in the toy space in EMEA and is known for its extensive portfolio of IPs in the puzzle category. The Italian company, with a rich history of fostering growth in children and adults by continuously evolving play experiences, will develop a series of Yu-Gi-Oh! puzzles, which will have wide distribution across retailers, helping to build a Yu-Gi-Oh! presence in toy aisles across Europe.

In a move to bring more colorful and affordable skateboards and decks for younger consumers, Finesse Skateboards will introduce a Yu-Gi-Oh! line of skateboards and decks targeting younger consumers. With its impressive craftsmanship, Finesse Skateboards’ products have gained distribution in popular retailers like Zumiez as well as local skate shops.

Jennifer Coleman

Plush Accessory Bags by Gatherers’ Tavern

New line of Yu-Gi-Oh! Skateboards by Finesse

Konami Cross Media NY has brought on board Gatherers’ Tavern, the design and manufacturing studio dedicated to bringing the worlds of fantasy, games, and literature to life. Targeting fans of the Yu-Gi-Oh! TRADING CARD GAME, Gatherers’ Tavern will bring to market a unique style of Yu-Gi-Oh! special plush accessories bags.

Hiya Toys will create high-end action figures of Yu-Gi-Oh! characters that will have a strong appeal to the brand’s fans and collectors. Established in 2009, Hiya Toys quickly became a leading name in the industry, renowned for its attention to detail and accurate representation of pop culture characters. Hiya Toys has a strong relationship with top distributors in the U.S., Europe and Asia and will provide support via social media.

Lastly, Starbright Licensing, KCMNY’s sub-agent for Italy, shared their latest deal for Yu-Gi-Oh! Pernigotti, the international confections and chocolate company, will launch a line of Yu-Gi-Oh! Chocolate Easter eggs in time for Easter 2026. This marks a category expansion for the Yu-Gi-Oh! Brand, and it is another fun and exciting way to target both collectors and Gen Alpha.

“We are pleased to conclude these new licensee partnerships that will introduce many must-haves YuGi-Oh! products for the first time, giving us access to important retail distribution channels in key territories around the world,” said Coleman. “The new Yu-Gi-Oh! merch will begin to roll out by third quarter this year.”

Yu-Gi-Oh! Zexal

Duel Monsters revolves around Yugi Muto, a high schooler, who battles opponents in the Duel Monsters card game

Another Exciting Year for Pokémon

Eternally popular entertainment icon Pokémon is packing another year with vibrant activity as it continues to ride high at the forefront of popular culture.

The global phenomenon continues to thrill fans of all ages and demographics worldwide, appealing to its audience with a multi-faceted universe.

Constantly innovating and evolving –while staying true to its original ethos – Pokémon offers ever more new and unique ways to connect with the brand through its robust licensing programme, spanning toys, apparel and accessories, designer collaborations, home décor, publishing and more.

This engagement has maintained Pokémon’s status as the world’s largest single property, also ranked No. 7 in License Global’s Top 10 licensors 2025 ($12bn global retail sales in 2024) and the No. 1 Toy Property in the UK (source: Circana).

This year has seen a fresh raft of exciting new releases, collaborations, promotions and events across Pokémon’s many pillars, further showcasing the brand’s creativity and flair.

In the UK, a collaboration with The Entertainer – one of the UK’s largest toy shop chains – saw an electrifying late-summer holiday promotion in a takeover of over 150 stores. Another new partnership, with children’s toiletries and gifting specialist H&A, launched Pokémon’s first-ever health and beauty range in the UK. With nine lines including bath fizzers, a wash bag set and soap on a rope, the exclusive Boots collection will also feature in Boots’ 3-for-2 Christmas promotion.

Always a fashion favourite, Pokémon has just released two new on-trend apparel ranges. In the Year of Eevee, ASOS’s Eevee and the Evolution collection features colourful pieces adorned with the super-cute fan favourite and its Evolutions. Zavvi’s

vibrant Mega collection features a broader range of Pokémon characters on a variety of apparel and accessories.

Italy saw another super-cool fashion collaboration, with urban wear specialists Dolly Noire. Exploring the Hoenn Region, the adult capsule collection quickly sold out on its June launch and is being restocked for an autumn drop to meet demand. Capturing the essence of its Pokémon through bold outlines and striking graphics, the line includes hoodies, T-shirts, bottoms, caps and a stunning embroidered kimono.

Further fashion success came with a collection from leading French menswear brand Celio. Following a hugely successful pre-release at 2025’s Japan Expo in Paris, the 151 Original Collection launched in August and is now available across Europe. 151 unique T-shirts were designed – one for every single Pokémon from the Kanto region – making this Celio’s largest licensed clothing collection to

Hoenn Region Collection by Dolly Noire

Hoenn Region Collection by Dolly Noire

date. The launch was marked with a special two-week pop-up store in Lille, featuring exclusive Pokémon-themed activities, including a life-sized treasure hunt throughout the Euralille shopping centre. Online, Pokémon mini-games were scattered across Celio’s website for participation in a nationwide contest, with access to a special webpage showcasing the entire collection.

Bübchen Skincare has been very active in Germany recently, launching a new Legendary Pokémon range of

shampoo and shower products for older children (ages 6–12) at Rossmann and dm stores nationwide. There is also a special holographic edition of the classic shampoos and shower gels featuring fan favourites Pikachu and Squirtle, widely available, along with Bübchen’s first Pokémon skin cream for kids, with a fun berry scent. Further seasonal product launches are coming soon.

In Poland, a partnership with Grupa Maspex brought a refreshing range

of Pokémon Kubuś juice boxes and flavoured water to retail, available in a variety of fruity flavours designed for kids and families to enjoy. Further drink products are set to launch later in the year.

Recent highlights from Pokémon’s outstanding range of toys, games, and collectibles include a new collaboration with Hasbro on the action-packed Monopoly: Pokémon Edition; more fabulous Poké Ball die-cast replicas from The Wand Company; an expansion of Funko’s fantastic line of Pokémon Pop! figures; and more exciting releases in master toy partner Jazwares’ awardwinning toy line.

Pokémon continues to offer new experiences and updates for its hugely popular suite of video games, apps and the powerhouse Trading Card Game (TCG). Its eagerly awaited new video game, Pokémon Legends: Z-A, launches worldwide on 16 October on Nintendo Switch / Nintendo Switch 2; while Pokémon Champions, for Nintendo Switch and smartphones, is due in 2026.

Next year also sees the hugely anticipated arrival of LEGO® PokémonTM. The new multi-year partnership between The LEGO Group and TPCi is set to bring the world of Pokémon to life in entirely new ways, brick by brick.

Pokémon also celebrates its 30th anniversary in 2026 and is lining up a raft of sparkling activity to mark the amazing landmark that is set to keep Pokémon fresh, relevant, and at the forefront of entertainment.

Monopoly: Pokémon Edition by Hasbro

Pokémon Advent Calendar by Bübchen Skincare

Eevee and the Evolution Collection by ASOS

Tales of Ladybug and Cat Noir Season 6

MIRACULOUS CORP

Inspiring Future Heroes to Change the World!

For ten years, Miraculous: Tales of Ladybug & Cat Noir has captured the imagination of audiences worldwide. What began as a vibrant animated superhero adventure set in Paris has evolved into a global cultural phenomenon, inspiring children and families in more than 150 countries.

Season six is now rolling out around the world and season seven in production for a 2026 launch! Behind its cinematic animation and colorful heroes lies a deeper mission: to empower children to recognize the strength, courage, and potential that lie within themselves and that the real hero is behind the mask! Now, Miraculous Corp—the joint venture between Mediawan and ZAG—is marking the brand’s 10th anniversary with a celebration as bold as its heroes and introducing a new chapter for the ever-expanding Miraculous universe.

Expanding the Miraculous® Universe

The cornerstone announcement at BLE is the debut of  Miraculous® Stellar Force™, the franchise’s first-ever spin-off. The 2D anime series, comprised of 26 half-hour episodes, transports viewers to Tokyo, where a new team of teenage heroes is chosen to harness an ancient cosmic force and protect Earth from interstellar threats. Disney Branded Television has acquired the series for a 2027 launch, ensuring worldwide

audiences can connect with its themes of identity, friendship, and teamwork.  Ahead of the series, a one-hour special, Miraculous® World: Tokyo Stellar Force, will premiere in 2025. Miraculous® is also expanding with  Miraculous® Chibi, a 52-episode non-

verbal comedy series that embraces slapstick humor and bite-sized storytelling. Launching this year on YouTube and TF1, the series will bring Ladybug and Cat Noir into playful new formats, with Disney Channel rolling it out globally in 2026.

The Miraculous® Chibi 52 x 3’ short series coming in 2025 to YouTube and TF1 and Disney in 2026 embraces slapstick humor and bite-sized storytelling

Miraculous:

Miraculous® Stellar Force™ is the first spin-off series in the Miraculous® universe

These ambitious projects underscore a key message: Miraculous® is an expansive universe with a mission to inspire future heroes to change the world, and the momentum to continue growing!

A Year-Long Global Celebration 2025 has been dedicated to honoring the brand’s extraordinary ten-year journey, and the celebrations have been nothing short of spectacular. Around the world, fans have gathered at immersive events and retail activations featuring unforgettable meet-and-greets and special programming all building to the global recognition of  Miraculous Day, held annually on September 27.

“The 10th anniversary of Miraculous has been a wonderful celebration of enthusiasm and passion our fans share around the world. We’re deeply thankful to our partners for bringing these moments to life and for helping us create unforgettable experiences. Together, we’ve marked an incredible milestone, and we’re excited for the many adventures still to come.”

- Roz Nowicki, Global Head of Consumer Products -

Miraculous 10th Anniversary LimitedEdition Ladybug Collector Doll from Playmates Toys

The anniversary has also inspired high-profile global collaborations across product categories. Playmates Toys unveiled the 10th Anniversary Limited-Edition Ladybug Collector Doll, an intricate and premium tribute that encapsulates a decade of storytelling. Playmobil delights fans with a detailed construction set of the iconic boulangerie, a beloved location from the series. Insight Editions has released

Roz Nowicki, Global Head of Consumer Products

The Miraculous Ladybug Cookbook, inviting fans to experience the flavors of Paris through recipes like croissants, macarons, and croque monsieur. The celebrations also extend into digital spaces. A year-long collaboration with Outfit7’s  Talking Tom and Friends brings an inventive crossover to life, uniting fan communities in fresh and playful ways and reaffirming the franchise’s relevance across generations.

Europe Lights Up for Ladybug Europe has been at the heart of the 10th anniversary celebrations. Under the leadership of  Luca Bonecchi, Vice President of Licensing for Europe, the region has witnessed a surge in creative activations and product launches. In France, La Grande Récré partnered with licensees to create the “Your Miraculous Birthday” contest, supported by instore displays. TF1’s TFOU broadcast a dedicated programming event, while King Jouet brought the brand to life in more than 350 stores. The celebrations reached new heights in the gardens of Château de Versailles, which were transformed into a Miraculousthemed family experience, supported by promotions across 80+ La Grande Récré stores. Paris also hosted another highlight as the Jardin d’Acclimatation rebranded its iconic Speed Rockets rollercoaster in the vibrant colors of Ladybug and Cat Noir. Elsewhere in Europe, Germany is preparing a nationwide Rofu retail campaign this November, complete with themed displays and a Paris trip giveaway. In the UK, Bandai and Smyths Toys are engaging fans through meetand-greets and digital advertising campaigns. Italy joined the festivities with a week of dedicated programming on Super, supported by a watch-andwin contest. Across the continent, influencer campaigns have amplified the celebrations, ensuring the Miraculous

Miraculous® x Talking Tom and Friends Crossover

MENA Momentum

message resonates with millions online. The anniversary has also underscored the franchise’s lifestyle appeal. A collaboration with Sinsay delivered a trend-driven apparel line available in 19 countries across Europe and Central and Eastern Europe, while Gnoce introduced a jewelry collection now also available in the U.S. Longtime partner Rubies launched new costumes tied to Season 6 in time for Halloween. In Romania, Profi delighted families with plush Kwami collectibles offered through an incentive program (via TCC), while Ukraine’s Ekosphere launched a line of healthy juice drinks, and HarperCollins in Poland introduced new publishing.

In the Middle East and North Africa,  Carlotta Caracciolo, Vice President of Licensing & Retail MEA, Turkey, Greece & India, is driving regional growth. In partnership with Spacetoon, several recent high-profile activations have elevated the brand’s visibility. At the Qatar Toy Festival, which welcomed over 40,000 visitors, Spacetoon introduced a first-of-its-kind Miraculousinspired obstacle course that was adapted for the Bahrain Toy Festival, attracting more than 30,000 attendees. In the UAE, Al Ain Mall staged a lively “Back to School” activation featuring interactive mini shows. At the same time, in Saudi Arabia, the ongoing Jubail Toy Festival offers an innovative live-show format that blends creativity, interactivity, and family entertainment. In Greece and Cyprus, Kolossaion Productions launched a live show in June promoted via an extensive national and local advertising campaign that will continue touring. And in Turkey, Sinecast will be launching a 10th anniversary event, details to be announced soon! These initiatives are complemented by a strong presence in consumer products. In the UAE, Saudi Arabia, and the UK, SAI GROUP Kandiz introduced frozen ready meals, while Procos expanded its sustainable disposable party products across the Middle East, Europe, and the U.S. In Saudi Arabia, a line of back-toschool products have launched at Jarir with partner First Kids. In Turkey, local partners are enriching the brand with İçim’s milkshake range, Banat’s oral care collection, and Nuans’s lip care, perfume, and bandages. In India, backto-school items from SKI Plastoware, an ETeenz apparel line from Dhananjai Lifestyle Ltd., and Striders backpacks at Hamleys have expanded the brand’s reach.

USA Takes Center Stage

In the United States, Lisa K. Foster, SVP of Consumer Products North America and Global Toy & Publishing Strategy, has overseen a series of high-profile initiatives that put Miraculous firmly in the spotlight. The most iconic was a sixweek takeover of FAO Schwarz in New York City, transforming the legendary store into a Miraculous wonderland complete with immersive displays, interactive events, and exclusive product showcases. This activation marked the nationwide rollout of new products, including Playmates Toys’ anniversary collector doll and Stack Shack Surprise,

Miraculous® Ladybug: The Musical Show from Kolossaion Productions

Miraculous® and Jardin d’Acclimatation summer collaboration

Miraculous Ladybug Hero Switch Penny Beebug from Playmates Toys

Miraculous®-inspired obstacle course at the Qatar Toy Festival with partner Spacetoon

Miraculous® New Season Six-Themed costumes from Rubies in time for Halloween!

Playmobil’s French bakery playset, Insight Editions’ Miraculous: The Official Cookbook, and Papercutz’s Chibi Summer Special. Lifestyle categories have grown with partners like Micotaku who have launched a confident mashup of streetwear and cosplay—bold, polished, and purpose-built for fans who want a wearable hero- core look; deluxe dress-up from A Leading Role; and a new sneaker line coming this fall. Birdie Bean has added bedding to its sleepwear collection. And a new family board game will launch in time for the holidays from Dyce Games

The brand also made waves in fan

culture. At San Diego Comic-Con, a dedicated Miraculous panel captivated an audience of more than 2,000 fans with behind-the-scenes stories and new announcements. In Anaheim, Requiem Café hosted a month-long collab dedicated to “Miraculers,” complete with exclusive merch, themed menus, trivia nights, cosplay contests, and a finale masquerade ball that that brought together devoted fans from far and wide.

And just in time for the holidays, I’m The Chef Too x Miraculous is introducing the “Miraculous Ladybug’s Yo-Yo Cocoa Bomb Trio.” This hands-on holiday kit blends baking with STEM learning, letting kids mix, mold, and decorate their own Ladybug-inspired cocoa bombs.

Latin America Goes Big

Under the leadership of Angela Cortez, VP of Consumer Products for Latin America, the region has embraced the 10th anniversary with a multiplatform celebration that highlights the franchise’s popularity. For the first time in LatAm, Ladybug and Cat Noir hit the big screen, with the premiere of Season 6’s first three episodes in cinemas in 15 countries, including Mexico, Chile, Argentina, Colombia, Peru, and Central America, ahead of the series debut in September on Disney Channel. Publishing partner Panini marked the milestone with a special anniversary sticker album launching across multiple markets, supported in Mexico by a high-energy premiere event. Playmates Toys expanded their product range with the Miraculous® Día de los Muertos

Ladybug fashion doll that celebrates Mexican culture. An exclusive apparel capsule was launched in Sears stores in Mexico with a live fashion show and flash mob at Sears Perisur. Meanwhile, at  Parque Toreo Shopping Center, a Miraculous Virtual Reality Circuit is transporting fans to Paris and iconic locations from the series.

Brazil became the centerpiece of regional celebrations with a national campaign titled Ladybug and Cat Noir Take You to Paris, which offers families a chance to win a trip to Paris alongside themed prize kits. Supported by Pizza Crek and Tix Turismo, the promotion spanned more than 1,000 retail locations. The country also hosted large-scale activations in three major shopping malls, where Miraculous arenas offered immersive installations, activities, and themed environments designed to engage children and families directly with the brand.

A Decade of Heroism Inspiring Future Heroes to Change the World!

From Paris to São Paulo, from New York to Doha, Miraculous’ tenth anniversary has proven that this is more than just an animated series—it is a global movement that blends entertainment, creativity, and inspiration. Through spectacular activations, innovative products, and bold storytelling, Miraculous continues to empower young fans to embrace the hero within. And with new projects coming up, including Miraculous Stellar Force  and  Miraculous Chibi, the next decade promises to be every bit as magical, adventurous, and inspiring as the last.

Miraculous Ladybug 10th Anniversary Child Costume from A Leading Role

The Miraculous® Día de los Muertos Ladybug doll celebrates Mexican culture

FAO Schwarz in New York City—one of the world’s most iconic toy destinations—served as the official launchpad for Miraculous®’ Q3 and Q4 nationwide product rollout

RIGHTS & BRANDS

The Values at the Heart of R&B’s Global Success

By Cristina Angelucci

Exploring the strategies and values that drive one of the industry’s most dynamic and successful agencies, which achieved an impressive 20% growth in 2025.

In our conversation with Rights & Brands’ CEO, Roleff Kråkström, we delved into the agency’s global development strategy and the core values shaping its vision and approach.

Can you tell us more about the new strategy R&B is developing, transforming it from a Scandinavian company into a global licensing agency?

When we established Rights & Brands, our primary goal was to address the fact that Moomin had grown significantly over the decades. Our first licensing agent, Bulls, mainly focused on newspaper syndication. As the Moomin business had grown considerably larger than the rest of the Bulls’ activities in Sweden, we decided to establish a joint agency to better meet the needs of the Moomin brand.

We also felt that Scandinavian literature and arts-based brands share a mutual value system rooted in the societal agreements of Scandinavia. This is centered on principles like inclusivity, gender equality, prioritizing the vulnerable, deep respect for nature, tolerance, and acceptance—core elements of the Scandinavian legal system that influence issues like immigration, personal freedom, and the way we treat children.

R&B does much more than just represent Moomin. Overall, you have a wide portfolio of brands.

Over the past 60-plus years of actively licensing Moomin, we have established a unique network of agencies, licensees, curators, museums, publishers, and media outlets worldwide. We thought it could be interesting to offer this opportunity not just to Moomin but also to other brands. We opened our doors, and everyone came, which overwhelmed us and put us in a completely new situation. Recently, we also signed Astrid Lindgren’s entire legacy to develop some brands. Today, we have these wonderful Scandinavian brands along with rights from over 100 authors. We began receiving inquiries from brand owners in very different cultures. We

Roleff Kråkström © Cata Portin

Brooklyn Public Library Exhibition Credit © Charles Roussel

A Moomin Cake at the CUPP Bubble. Credit © Linus Lindholm / Moomin Characters

noticed that these are not usually large entertainment or film companies, but rather small, family-owned brands— created by authors or illustrators who share our values and reflect what a good society looks like.

What does it mean for R&B to be global?

The world is connected globally. We’re essentially already an international presence. We don’t have to abandon our values, but we can represent brands and phenomena that aren’t originally Scandinavian.

But the values you mentioned earlier are a core part of your business.

Of course. On one hand, we can say that we represent specific values that are typically part of our cultural background. On the other hand, we have licensors who would love to work with us, given the global legacy we have built with Moomin.

With this background in mind, how do you see the agency’s development in the next few years? What process are you moving forward with?

We plan to open more offices internationally because it’s the only way to ensure the agencies we work with truly share our values. We strongly believe in a model where we primarily have our own offices in key territories. We work with agents who fully share our values, and we’ve been working with them for a long time, so we know they are genuine. However, we’ve also seen many cases where that isn’t true, and the commitment is only superficial. I believe it would damage our brand if our values

were diluted in any way. The best way to ensure we maintain full control is to be directly involved.

The coherence and genuineness of your values have been vital to the agency’s growth, including sustainability. This year, we have grown by 20%, which is an impressive result. This achievement has not altered the fact that we still strive to represent our values, and we primarily work with arts, design, and literature-based brands. All over the world, people really care about the quality that our clients stand for because they are artists: they create wonderful compositions, fantastic literature, gorgeous artwork, and that’s

what we want to represent globally. In our strategy, we state that we are an art-based literary brand created by Tove Jansson, standing for these key values. However, we also care about environmental issues because hundreds of companies produce products that are not essential for humanity to do without. We are now working to create measurable and easy-to-understand KPIs (Key Performance Indicators) that we can implement. We are also developing tools for licensees worldwide. First, we ask them to report their sustainability compliance to us. If they want to enter into a contract with us, they must sign our code of conduct and provide data on their production facilities, transportation facilities, material choices, and other relevant details. We don’t shift the responsibility to licensees or proprietors; we take charge, create the tools, handle the reporting, and gather all the data.

Waterstones in Piccadilly. Credit © Linus Lindholm / Moomin Characters

Rights & Brands offices in Stockholm. Credit © Martin Bohm

CUPP x Moomin. Credit © Linus Lindholm / Moomin Characters

R&B Highlights at BLE

LM provides an exclusive overview of the major R&B brands showcased at Brand Licensing Europe.

A World-Renowned Brand

The Moomins are fantastical creatures who live in Moominvalley, a magical place where adventures are always waiting around the corner. With their white snouts, they look nothing like humans, but their big personalities reflect many traits that both children and adult readers around the world have fallen in love with.

The Moomin family – Moominmamma, Moominpappa and Moomintroll – live in Moominhouse, a round blue building where the door is always open for old and new acquaintances. Readers are sure to recognise relatives and friends in Moominvalley’s philosophical vagabond Snufkin, the neurotic Fillyjonk or the fierce and brutally honest Little My.

An Icon from the Golden Age of Scandinavian Design

Stig Lindberg (1916-1982) is one of Sweden’s most important post-war designers. He was an artist, designer, painter, and illustrator, working in ceramics, glass, enamel, and textiles, as well as creating public art. Lindberg is also well-renowned for his children’s book illustrations. His modern and creative designs combine brilliance with elegance and practicality.

A new exhibition titled “Stig Lindberg: A Master of 20th-Century Nordic Design” opened in August 2025 and is a major

Firmly rooted in Nordic storytelling, the stories reflect the values central to author and artist Tove Jansson: friendship, courage, respect for nature and adventure. The first Moomin story was published in 1945 in Finland, and the books, comics and animations have charmed millions of readers around the globe ever since. Moomin is a values-led brand, with three core values at its heart: love, equality and courage. There is a place for everyone in Moominvalley.

- 720+ Million € retail value

- 4,35 million followers across all social channels

- 800+ Licensees worldwide

- 35+ Shops & Cafés globally

- #41 Global Licensor 2025

cultural event highlighting Lindberg’s work in Japan. This traveling show will visit six major cities across Japan until 2027, displaying about 300 pieces from Lindberg’s career, from the late 1930s to his later years.

- Designer and Creative Director at the famous porcelain factory Gustavsberg from 1937 to 1980

- Represented at the National Museum Stockholm, Museum of Modern Art New York, Victoria & Albert Museum London

- Highly valued at major auction firms

Children’s book illustrator for Lennart Hellsing and other authors

- Textile designer for NK during the 1950s and 1960s

- Well-known in Japan, new exhibition travelling cities 2025-2027

Tove Jansson, © Per Olov Jansson

© Stig L

© Moomin Characters™

A Modern-Day Master of Colour and Illustration

A trailblazer dubbed the future of surface design, Sam Wilde is a multidisciplinary British artist redefining the creative industry with his contemporary take on fine art patterns. A modern-day master of colour and illustration spotlighted as one of this generation’s leading talents. Sam’s award-winning artworks subvert audiences’ expectations with his signature worldbuilding approach to the genre. Breaking the boundaries of traditional surface design with

The Strongest Girl in the World

Pippi Longstocking is a nine-year-old girl who arrives in the little town one day and moves into ‘Villa Villekulla’ all by herself. She has her monkey, Mr Nilsson, and her horse, as well as a big bag full of gold coins.

Pippi’s mum is an angel in heaven, and her dad is king of Koratuttutt Island in the South Seas – and what’s more she happens to be the strongest girl in the world.

With her mismatched stockings, carrot

unabashed playfulness and triumphant flair.

Sam is a masters graduate from the Royal College of Art with an approach which encompasses illustration, oil painting, animation, sculpture and large-scale art installations. Citing his personal experience as a synesthete and love for evolutionary biology as his key artistic influences.

- Fine Art Patterns Illustrated by hand - Collaborations with industry-leading brands, including Adobe, Apple, Liberty, Nvidia, Sanderson and Svenskt Tenn - International Awards and grants recipient, including a British Design Award

- International Exhibitions at renowned galleries

colored hair, and freckly face, not to mention her super-human strength and great values, Pippi Longstocking has become a cultural icon around the world.

Pippi Longstocking is written by Astrid Lindgren and the original illustrations are by Danish illustrator Ingrid Vang Nyman.

- Written by Astrid Lindgren

- 70 Million books sold

- Translated to 80 languages

- 500,000 Visitors to Astrid Lindgren’s World annually

- TV series and feature films

Sam Wilde, © Vespertine

© The Astrid Lindgren Company™

© Jacob Forsell

DEAPLANETA ENTERTAINMENT

DeAPlaneta at 25: Celebrating Legacies, Embracing New Horizons

LM interviewed Ignacio Segura De Lassaletta, CEO of DeAPlaneta Entertainment, to discuss the anniversary year of DeAPlaneta and their future plans.

What have the first 25 years of the company accomplished in terms of results?

Over the past 25 years, DeAPlaneta Entertainment has experienced a

remarkable transformation. We began as agents and distributors, but we are now also proud producers and licensors of globally recognized content. This growth has enabled us to develop, manage, and expand IPs with a longterm perspective. Our brands, including Milo, Maya the Bee, Magic Lilly, Karters, WonderPals, Bernard, and Gormiti, exemplify our ability to create original, high-quality content that resonates with audiences worldwide. At the same time, we have grown internationally with offices in France, Germany, Poland, and, of course, Italy.

What are the highlights you’re working on during this celebratory period?

By a fortunate coincidence, our 25th anniversary coincided with the 50th anniversary of Maya the Bee, a timeless classic that continues to resonate with new audiences’ generation after generation. Equally important, this milestone also marked the launch of

our new strategy for Milo. Following DeAPlaneta’s recent acquisition of 100% of the IP, we have begun pre-production on season 3. We are developing a new line of short-form series designed for digital and audio platforms. These two celebrations—Maya’s golden jubilee and Milo’s new creative chapter—reflect both our heritage and our forward-looking vision.

Working on the future: Which strategy will you pursue next year?

Our strategy will remain centered on producing, acquiring, and distributing high-quality content and experiences across various formats — from films and series to live shows and interactive games. Simultaneously, we are strengthening our role as a content creator and licensor, with a strong emphasis on building brands that are sustainable, relevant, and global. How do you face the challenges of today, such as gaming, new retail

Ignacio Segura De Lassaletta

habits, enthusiasm for live experiences, and kidult trends, to name a few? It’s essential to view these trends as interconnected opportunities that enable us to create more personalized and engaging experiences for our audiences. A good example is WonderPals, an IP we recently acquired in whole. Initially designed as an NFT collection, we have reimagined it as a transmedia brand, starting with an app launching in the coming months that aims to connect with new generations through emotion and play. At the same time, we stay alert to emerging opportunities, especially in the Kidult segment, which is becoming a key driver of growth in our industry.

At LM, we give a relevant focus on the

Past, Present and Future. DeAPlaneta Portfolio

DeAPlaneta’s Kids & Family catalog includes more than 1500 episodes of series translated into more than 30 languages.

Let’s take a look at a selection of its most prominent brands to get an overview that connects contemporary references, beloved classics, and transmedia experiences.

MILO

MILO has become a benchmark in preschool animation since its 2021 UK debut, expanding to over 170 countries across four continents. It premiered in the U.S. on PBS Kids in 2024, with a third season set for 2026. Now fully owned by DeAPlaneta Entertainment, the brand is growing with new short-format series including MILO’s Creations, MILO’s Bookreads, and Milosodes

WonderPals

WonderPals is a new transmedia universe that takes viewers on a journey of discovery through emotions. The characters are inspired by the idea that emotions never disappear but instead travel and transform into little creatures on the imaginary planet Wabii-Sabii.

Asian markets. How are these regions influential for your business strategy? Asia has always inspired us. It is one of the most dynamic markets worldwide, renowned for its highly innovative productions and significant global influence. We maintain close relationships with leading companies in the region, such as CJ for Hero Inside, SAMG for Superdino, Powerkids for Akira & Mowgli, or our collaboration with Alpha Animation in China on the relaunch of Bernard. We are also proud to distribute Grendizer U, a spectacular reboot of a classic anime produced by Manga Productions. Asia will continue to be a priority for us, both as a source of creativity and as a strategic partner for international growth.

Can you identify a trend the industry should follow in the near future?

The industry must increasingly focus on building and strengthening communities around IPs. Licensing is no longer just about products — it is about creating ecosystems where fans feel engaged and connected. At the same time, optimizing monetization through new distribution platforms, particularly FAST channels, will be crucial. DeAPlaneta Entertainment was among the pioneers in exploring these platforms, and we believe they will play a decisive role in reaching global audiences in the coming years. Of course, all kids’ content distribution is now multiplatform, always considering the best platform for each of our IPs.

WonderPals is a narrative ecosystem that combines apps, digital content, and licensed products to create a “phygital” experience centered around the universal values of emotion and empathy.

Karters

Karters is the upcoming animated series co-produced by DeAPlaneta Entertainment and Mediawan Kids & Family. Set in the kingdom of Unicornia, Karters features three girls and one boy who race their incredible go-karts. They navigate high-stakes battles and go on amazing adventures that highlight friendship, girl empowerment, and the importance of never giving up.

Miraculous Ladybug

DeAPlaneta Entertainment manages the licensing rights for the global pop culture phenomenon Miraculous Ladybug in Italy, Spain, Portugal, and the EEC.

Grendizer U

Grendizer U is a visually stunning reboot of the classic series created by

Go Nagai, which became a cultural phenomenon that introduced Western audiences to Japanese anime.

DeAPlaneta Entertainment will handle the broadcast of Grendizer U in Spain, LATAM, and North America, as well as in Portuguese-speaking countries (including Portugal and Brazil) and Greece. The company will also oversee merchandising licensing across all

these regions, as well as in Germany and Italy.

Magic Lilly

Co-produced by DeAPlaneta Entertainment, Magic Lilly is the sequel to the global publishing hit that sold over 28 million copies. Teen witch Lilly Traveller aims to recover the missing pages of the Book of Spells before they fall into the wrong hands, all while trying to live a normal life.

Maya the Bee

2025 marks the 50th anniversary of Maya the Bee, one of the most beloved animated characters and a flagship property in the DeAPlaneta Entertainment lineup. Over the years, Maya the Bee has come to symbolize curiosity, respect for nature, and the joy of exploring the world with friends. She has brought joy to children and adults across generations, whether in her original form or in 3D.

Heidi

Heidi is a beloved global brand, with classic and 3D series broadcast in 170 countries. A symbol of nature, authenticity, and nostalgia, Heidi is one of the most cherished children’s characters. Her cultural significance is evident through the inclusion of her archives in the UNESCO Memory of the World Register and the establishment of the Heidiseum.

STUDIO 100 INTERNATIONAL

Studio 100 International Showcases Content Highlights at BLE 2025

At Brand Licensing Europe 2025, Studio 100 International presents a portfolio that combines fresh content with beloved classics.

From the international preschool success Vegesaurs to the 50th anniversary of Maya the Bee, the upcoming feature film Arnie & Barney, and the nostalgic Heroes of Childhood brand, the line-up reflects the company’s strategy of pairing strong IPs with extensive licensing opportunities across generations.

Vegesaurs: Expanding into New Markets

Vegesaurs continues its international growth and is gaining increasing relevance across the globe. The series, featuring Ginger the Tricarrotops and her three Pea-Rex friends, has already reached over 70 markets, including Australia, the UK, France, Canada, and Poland. In the United States, the series is available on numerous PBS member stations in major cities and nationwide via PBS Passport, significantly strengthening its footprint in North America.

In September, Vegesaurs entered the

German market, airing on leading children’s channel KiKA and on ZDF, and are also available on kika.de, the KiKA player, and the ZDF website and app. Building on this momentum, Seasons 4 and 5 are now in production. The series will total 100 episodes by

2026, introducing new characters and adventures for preschool audiences, as well as expanded licensing opportunities. Off-screen, the property continues to grow. Master toy partner Epic Story Toys will launch a global toy line in 2026, alongside expanded

Vegesaurs

partnerships in publishing, audio, and loyalty programs. Following the success of the immersive experience in Sydney, the concept is set to roll out in the U.S., Europe, and the Middle East.

Maya the Bee: Celebrating 50 Years

Maya the Bee is not only popular; she is truly loved by audiences around the world, and in 2025, she celebrates her 50th international TV anniversary – a milestone that calls for major celebrations. Studio 100 International has planned anniversary activities extending into 2026, coinciding with Maya’s German debut on ZDF in 1976.

To mark the occasion, the brand will be refreshed with a new anniversary logo and style guide that, for the first time, combines her classic 1970s look with her modern CGI design. Special Instagram and TikTok filters, together with a dedicated Roblox experience, will strengthen Maya’s presence among younger audiences and expand her digital footprint.

Planned retail partnerships, including the ‘Bee Creative’ initiative, will offer crafting kits, tutorials, and competitions that blend offline and online engagement. Sustainability also plays a central role: through the “Project Poppy Meadow” initiative, Maya highlights the importance of biodiversity with familyfriendly workshops and events.

Arnie & Barney: A New Adventure

As part of the anniversary celebrations, Studio 100 International is developing the spin-off Arnie & Barney. The CGIanimated feature gives two ants from Maya the Bee’s universe their own adventure. Blending slapstick humor, secret-agent flair, and pop-culture references, the film is designed to appeal to families, reaching older

children, teens, and parents alike. With high-quality animation, humordriven storytelling, and relatable heroes, the film is positioned to resonate with audiences worldwide while opening up new licensing and consumer product opportunities. The film will premiere in summer 2026, giving two unique heroes the spotlight they deserve.

Heroes of Childhood: Bridging Generations

With retro trending, Studio 100 International’s nostalgic Heroes of Childhood brand captures the zeitgeist. It brings together legendary characters—including Heidi, Maya the Bee, Vic the Viking, Pinocchio, and Alice in Wonderland—with pop culture aesthetics and ‘90s vibes. These childhood icons not only bridge generations but also appeal to contemporary audiences. Funny clips and specials from the original 1970s and 1980s series are reimagined with meme-style edits, capturing the spirit of the times and connecting with younger audiences, while boosting awareness across YouTube, Instagram, and TikTok. A recent Studio 100 International

survey confirms the strong emotional bond with these properties, with 98% of adults aged 25–45 recognizing at least one of the characters and 93% expressing a strong emotional connection. These statistics validate the concept’s relevance and its enduring popularity. This ensures the characters remain meaningful in today’s digital-first landscape while preserving timeless values such as friendship, courage, and imagination.

These values are reflected in the Heroes of Childhood fashion line, which introduces the brand into the lifestyle sector. Available through Zalando, Amazon Fashion, and other online platforms, as well as on shop. heroesofchildhood.com. The latest collection combines sustainable production with retro-inspired designs featuring the iconic heroes. T-shirts and hoodies are produced on demand to minimize overproduction and are crafted from high-quality materials. By blending modern streetwear with nostalgic motifs, the line speaks to multiple generations while staying in tune with today’s fashion trends.

Heroes of Childhood Fashion Line

The Formula behind Sanrio’s Lasting Global Appeal

Fresh off Hello Kitty’s 50th anniversary, Sanrio is accelerating — not pausing. From fashion to beauty to lifestyle, the brand continues to expand its reach while elevating more of its iconic characters into the spotlight.

Sanrio holds a unique position within the licensing industry: the popularity of its characters is not rooted in narrative content. Instead, its entertainment productions are the result, not the cause, of its IPs’ success. This success stems entirely from the characters’ visual appeal, iconic design, and their remarkable ability to tap into the cultural and consumer trends that have shaped the market over the past 65 years, making it the perfect ecosystem for not only Hello Kitty, but also My Melody, Kuromi, Cinnamoroll, Pompompurin, and many more.

The numbers speak for themselves: according to research by QY Research Inc. in 2024, the global Licensed Entertainment and Character Merchandise market was valued at US$166.78 billion, and it is projected to reach US$268.81 billion by 2031. This tendency is also mirrored by the popularity of Sanrio Character Ranking. In this year’s edition, 63 million votes were cast. In the end, it was Pompompurin to take the Crown, with Cinnamorol and Pochakko ranking respectively second and third. The results couldn’t come at a better time, as Pompompurin and Cinnamoroll are set to celebrate their 30th and

25th anniversaries in 2026 and 2027, respectively, and are already featured in the collections of several fashion retailers.

In this context, it’s no surprise that in recent months several brands — from Puma to Maison De Sabré — along with major retailers like H&M and Zara, have continued to launch collections featuring Hello Kitty as well as “her friends”. Primark, for example, following

SANRIO

Zara’s Hello Kitty collection | “My Melody & Kuromi” now streaming on Netflix (left)

Bershka’s Hello Kitty collection

the success of its Hello Kitty collections, decided to bring to its stores also the other characters, showing how they can easily adapt to any product category (like apparel, home décor, and gifting) and to any age, from kids to young women. The drop allowed consumers to immerse themselves in the Hello Kitty And Friends universe thanks to the opening of three special Lena Lu donut bars within Primark. The cafes received a massive Hello Kitty and Friends takeover, which customized not only the space, but also the menu and their social media Instagram account with loads of dedicated content and a special launch event that drove thousands of customers to Primark’s store. What’s even more interesting about this latest collection of Primark is that it is one example of the growing popularity of other Sanrio characters, like Tuxedosam

Being able to partner with such a diverse roster of characters is a powerful driver of inspiration and brand storytelling, a spirit perfectly embodied by the Hello Kitty And Friends Café, which opened in May 2025 on the Ground Level of Melbourne Central, one of Australia’s key shopping and dining hubs. Designed as an immersive celebration of the Sanrio universe, the venue features multiple themed areas: Cinnamoroll World offers Japanese-inspired treats like strawberry sandos and bento boxes; Hello Kitty Corner provides quick coffee and pastries; and the Friends Garden highlights exclusive Sanrio-Melbourne illustrations. A dedicated gift shop sells limited-edition merchandise created in collaboration with local

Australian designers, blending Sanrio’s global appeal with a regional twist. Already generating strong consumer engagement, the café exemplifies how character licensing can create highimpact retail experiences that resonate with both fans and food lovers.

Sanrio characters were also the stars of another collaboration, this time in France with Merci, which showed Sanrio’s cute takeover potential. The French concept store’s collection features Hello Kitty and her friends on new items and reimagined classics,

H&M’s Pompompurin collection

Melbourne Central’s Hello Kitty And Friends Café

Kuromi and Hello Kitty inflatables dress at Germanier Fall 2025 Couture collection

including apparel, stationery, and accessories. The collaboration was completed by an impressive window takeover in selected Merci Shops and by a digital campaign to drive consumers to the chain’s website.

Another example is the Lush x Hello Kitty And Friends collection. The beauty company, known for its innovative and ethical approach, turned Sanrio characters and their universe into bath bombs, perfume, and shower gels, leveraging not only the company’s flagship character but also her friends. The launch was also celebrated with a special event in Covent Garden in London, where Hello Kitty herself made an appearance for a lovely party featuring a digital photobooth, giveaways, and limited-edition products.

The collection included bath bombs and products shaped after My Melody and Kuromi, the two undisputed stars of 2025, who are celebrating their 50th and 20th anniversary. In the past months, several collections focused on this character were launched, including

Bershka and Cotton On. However, the celebration reached its climax in July when the stop-motion series My Melody & Kuromi premiered on Netflix The show is also another example of Sanrio’s ability to blend together different audiences and industries, leveraging the strong influence Asian cultures have on all markets.

Celebrities showing their appreciation for Sanrio characters is not a novelty, as the list of singers, actresses, and VIP who have flooded social media with photos wearing Hello Kitty-branded clothes or throwing Sanrio-themed parties is getting longer and longer. This summer, even high fashion couldn’t resist the allure of Hello Kitty and Kuromi. The beloved Sanrio characters made a memorable appearance as special guests at the Germanier Fall 2025 Haute Couture runway show, dressed in custom Germanier looks that seamlessly blended their iconic cuteness with the designer’s bold, avant-garde style. Sanrio’s presence extended beyond the front row and onto the catwalk itself, where one of the standout moments was a model wearing a striking outfit made entirely of inflatable balloons shaped like the characters

Speaking about special collaborations that merge different industries, earlier in June, it was Mr. Men Little Miss’s turn to bring their quirky charm on the stage, teaming up with global pop

Tate McRae’s Little Miss Possessive

Hoodie | Primark x Hello Kitty And Friends (left)

Lush x Hello Kitty And Friends

sensation Tate McRae. The singer, who counts more than 20 million followers across Instagram and TikTok, became Little Miss Possessive, a bespoke Mr. Men Little Miss character created to celebrate her Miss Possessive Tour. The character donned t-shirts, pullovers, and hoodies available for purchase online and at tour venues.

Created nearly 55 years ago by Roger Hargreaves, the British brand Mr. Men Little Miss remains one of the most sought-after partners for companies looking to add a playful, unexpected twist to their campaigns. This summer, Heinz teamed up with the iconic characters to launch its newest familyfriendly pasta sauce — and introduced a brand-new addition to the cast: Mr. Ridiculously Good.

This tomato-fuelled version of Mr. Good is on a mission to turn mealtimes from stressful to joyful, helping families rediscover everyday magic. Backed by child psychology insights — which show that fun, relaxed meals encourage healthier eating habits — the campaign balances emotional storytelling with a clear functional message.

Cotton On’s My Melody collection | Mr. Men Little Miss Mini Adventures (right)

Now a full-fledged global lifestyle brand, with its simplicity and its funny characters, Mr. Men Little Miss keeps on captivating the attention of multinational companies across the world.

McDonald’s, for example, partnered with Mr. Roger Hargreaves’ characters in several countries, including China, Korea, France, and the United Kingdom, offering in each a customised Happy Meal and gifts.

The brand has also expanded its entertainment portfolio with digitalfirst content. In June, Mr. Men Little Miss Mini Adventures, a brand-new animated web series, launched on the franchise’s official YouTube channel. The twelve-episode series brings the beloved characters from the books back to the screen with a contemporary twist. Aimed at young audiences but crafted to retain cross-generational appeal, the series delivers light-hearted adventures that promote individuality, emotional intelligence, and the value of diversity. Initially released in English, the series will soon be localised into several key markets, including French and Chinese, with a second season already in development. In addition, Watch Next

Media is currently working on a brandnew animated series for television and VOD, with production set to start in 2026. This will further enhance the brand’s global appeal and reinforce its relevance in the entertainment industry beyond the digital ecosystem.

With so many exciting projects underway — including several still under wraps — and significant anniversaries on the horizon, Sanrio shows no signs of slowing down. The company continues to thrive thanks to a portfolio of IPs capable of transcending categories, cultures, and generations. Through emotionally resonant characters, strategic global partnerships, and a steady commitment to creative innovation, Sanrio remains one of the

most influential players in pop culture and licensing.

Its brand power is not only intact — it is evolving, scaling, and gaining momentum with every new collaboration. For businesses seeking long-term consumer relevance and emotional impact, Sanrio’s universe offers a proven, future-ready platform.

Maison De Sabré x Mr. Men Little Miss

McDonald’s France x Mr. Men Little Miss

THE SMILEY COMPANY

Celebrating Smileys

Approaching the 30th anniversary of the Smileys®,

The Smiley Company is opening its archives to every creative mind, renovating its media communication, and forging powerful deals with unexpected brands.

In 1997, Franklin Loufrani’s son, Nicolas Loufrani, transformed the iconic yellow smiley that used to mark good news in his father’s newspapers into a groundbreaking digital universe called SmileyWorld®. This revolutionised digital communication, allowing the world to express emotions like never before, turning into the iconography that is now used by billions to communicate across the globe.

Since then, smileys have completely changed how people express emotions, and as the brand continues to grow, it spreads positivity, happiness, and hope.

The Smiley Company operates through five other brands that bring a cheerful face to streetwear, sportswear, children’s apparel, and 3D art. All these branches collaborate with various brands, companies, or groups that create unique products and exciting projects fuelled by Smiley’s creative vision.

Smiley’s Express Your World Campaign to Express Your Emotions

After 30 years of Smileys icons and designs, SmileyWorld is inviting every creative mind—gamers, innovators,

and style leaders—to help them create the ‘Express Your World’ campaign in 2027. This is the perfect opportunity for everyone to join the brand on the beautiful journey of expressing and

sharing creativity and emotions without limits.

SmileyWorld is embracing its past and looking forward to the future as well.

Newly launched Smiley Coffee in New York

For the occasion, SmileyWorld®, S.W.Smiley® and Mini Smiley®, are opening their extensive digital library that includes tens of thousands of Smiley icons. The online archive unlocks a huge potential for creativity, allowing every demographic – age, gender, market tier, and lifestyle - to imagine their own personal collectible items.

Smiley Coffee Brews Optimism in NYCÐ

Smiley’s joyful DNA has entered the coffee world with Smiley Coffee, debuting in New York City as a vibrant café that blends urban cool with signature optimism. Visitors can enjoy their favorite drinks in a Smiley-branded space designed for warmth, creativity, and shareable moments. This highenergy retail concept attracts both locals and tourists. Alongside the café, the launch of Smiley 1972 introduces a fashion label that redefines casual elegance with versatile pieces for globally minded creatives.

New Entries and Powerful Marketing Strategies

Teaming up with over 100 global brands, suppliers, and retailers, The Smiley

A

Homepage of Smiley brand-new website

Company is developing exciting new products that will combine animation, music, and gaming. Many innovations like these are at the creative core of the company, which will lead international marketing campaigns across the USA, UK, France, China, Italy, Germany, Spain, Korea, Mexico, Brazil, India, and more. Global retail campaigns also target The Smile Company, which will work with department stores and high street chains to bring the iconic happy face to people’s favourite brands and shops. To increase the uniqueness of the new designs and items, colourful pop-up events will be held in specific stores.

A Smiley Sha(RED) is always Better

Another anniversary is approaching, and it’s (RED)’s. In fact, in 2026, the iconic brand founded by Bono and Bobby Shriver will celebrate 20 years of fighting global health injustice. Over the years, they’ve raised more than $800 million and impacted over 300 million lives. To celebrate and thank them for their vital work, Smiley is partnering with the organization to launch a year-

Sha(RED) campaign launching in 2026

long campaign centered on happiness, creative design, and real impact. Merging optimism and health, Smiley and (RED) will celebrate the positive impact that smiling can have on health and on the people we meet, while, of course, raising funds to support the health systems that need it most. The campaign will produce not only gadgets and retail launches but also short-form content and digital activations, along with many other surprises designed to bring a smile and improve the health conditions of those in need. This collaboration will be promoted through social media and public news, keeping fans and customers informed about all the initiatives and events occurring around the world.

A Brand-New Site to Spread the Smiley

With over 400 licensees, the Smiley Company remains one of the world’s leading global licensing firms, collaborating on high-profile activities in fashion, art, homewares, food, and beverage.

The new B2B-focused website www. TheSmileyCompany.com is the official platform where brand companies can explore all the services provided by The Smiley World: from marketing to CRS initiatives and product development. Everything is clearly explained, reflecting Smiley’s values.

Looking at the Future with a Smile(y)

Starting strong, the Back to School campaign featured items such as backpacks, mood-matching pencil cases, and clothing designed in collaboration with major brands like Yoobi, Reiss, H&M, and Paso Polska, among others.

Smiley Company’s last season introduced many new products and partnerships, for example, with Hush Puppies and Thomas Sabo.

Smiley

G2 Esports & Smiley

bugatti

A European Fashion Powerhouse Sets Sights on Asian Licensing Expansion

The bugatti brand was founded in 1978. The label is mainly present in Europe, North America, and in total in more than 50 countries, offering complete collections for women and men, along with 13 licensing partners that expand the product range from shoes to underwear.

Led by its second and third generations, the brand embodies a sense of community, partnership, and core values, with Italian-inspired names — passione, godimento, and comunità — and is now poised to appeal to the Asian market.

Brand Heritage and Market Leadership

Since launching in 1978, bugatti has evolved from a stylish clothing label

into a diverse lifestyle brand. Its DNA is shaped by Italy’s cultural richness, emphasizing sophisticated design, top-quality materials, meticulous craftsmanship, and accessible luxury. The brand universe now encompasses a wide, semi-formal apparel collection for men and women, as well as an extensive licensed portfolio. Twelve strong European partners and one from the USA cover everything from shoes and leather goods to home textiles,

bugatti’s shoes, for both women and men, are the brand’s largest license

fragrances, and accessories.

bugatti GmbH is part of the bugatti Holding Brinkmann GmbH & Co. KG, founded in Herford, Germany, in 1947, as leaders in multiple product categories across European—especially GAS region—and North American markets. The brand’s earliest license, granted for shoes in 1991, quickly proved the success of expanding core values into related sectors. License agreements

bugatti Spring/Summer 2026 collection inspired by Italian lifestyle

with key partners such as AstorMueller (shoes/globally), Luxess (fragrances/ globally), Traveller Sedona (leather goods/Europe), Lloyd Arthur Schaper (belts, gloves, braces), and V. FRAAS (scarves, headwear/globally), ATAIR (socks), H. Würflingsdobler (umbrellas), Harald Meisenbach (leather jackets), IBENA Textilwerke (home fashion), Vossen (towels, bathrobes, home fashion), CECEBA Group (underwear, nightwear and beachwear), bugatti Group (bags/luggage/leather goods/ USA) exemplify bugatti’s commitment to quality, sustainability, and long-term partnerships.

In addition to rounding off the brand universe, licenses are a growth factor. Today, bugatti’s licensed products are successful in Europe and North America.

Some Facts and Figures

With over 270 employees, bugatti GmbH has achieved impressive results. Here are some highlights. In 2023, they exceeded Euro 250 million in sales. Their apparel and licensed products are sold in more than 50 countries, with production facilities in over 20 countries. The brand is represented through 55 stores and 8 outlets, boasting over 80% brand awareness, a catalogue featuring 30 different product types, and selling 10 million pieces annually.

Its Values and Brand Strategy

In addition to bugatti, the group includes the fashion brands Dressler, Wilvorst and Pikeur (riding clothes), all

specialists or even category leaders in their markets.

The bugatti brand thrives in a lifestyle filled with refinement and timeless beauty. It draws inspiration from Italy’s rich cultural history, from ancient art to modern living. The use of high-quality materials, attention to detail, excellent fit, and a fair price-to-performance ratio are prioritized, aiming to evoke a sense of value, confidence, and quality. It’s not a chance that three Italian words sum up the brand’s core values: passion, the relentless dedication and love for the product, for detail, for culture, and for fashion; godimento, the ability to appreciate the moment, enjoy the present, and live in the here and now; comunità, consciously experience the community by sharing moments of happiness and celebrating joy together. Licensing is essential to bugatti’s growth strategy. Each agreement is designed

bugatti’s bags complete women’s fashion as a stylish accessory

bugatti fragrances are one of the most successful new product launches in Germany

bugatti has offered womenswear since 2011

so the licensee takes full responsibility for design, production, marketing, and customer service, ensuring products meet bugatti’s emotional and aesthetic standards. This decentralization allows local expertise to thrive, boosting both product innovation and market relevance.

The company highlights sustainable production, fair value and performance ratios, and attention to detail, while using family values and community spirit to build loyalty and trust among the brand, licensees, and customers.

Expansion to Asia: Strategic Opportunity

With licensing success across Europe and North America, bugatti is now ready to enter Greater China and the wider Asian region. The goal is clear: carry bugatti’s European prestige and Italian flair to the Chinese market, using local partners and global agencies to ensure smooth market entry.

As part of this strategy, bugatti collaborates with K&P Brand Concept, a global licensing agency, and AsiaCorp, a dedicated Asian market partner, to identify and onboard qualified licensees. The company aims to replicate its legacy of multi-sector licensing, exploring opportunities across fashion,

leather goods, home textiles, fragrances, accessories, and more.

The bugatti brand’s next chapter is an open invitation to Asian licensees and strategic partners in the Asian fashion and accessories industry. With a proven business model, a strong portfolio, and a collaborative approach, bugatti

“Leading

international fashion brand offering an entire brand universe to its fan community through own products and strong licensing partnerships”

provides a gateway to join a renowned brand universe where family, taste, and sophisticated living come together. For international industry professionals, bugatti represents a rare blend of consistent quality, authentic lifestyle storytelling, and proven licensing success—ready for the next wave of global growth.

Licensed products are an important part of the bugatti brand universe

bugatti offers complete outfits for women and men

Booster Milano: New Energy and Iconic Characters

In the constantly changing European licensing market, this Milan-based licensing agency comes with a clear goal built into its name—to give a “booster” effect to businesses navigating today’s competitive and shifting conditions.

Booster Milano is led by a team that includes industry experts Francesco Raiano, Tiziana Barbuto, Luca Nava and the strategic partnership with Full Swing- founded by Luca Mangani - all known for their deep knowledge and results-focused approach. Combining innovative communication strategies with proven consulting experience, they deliver customized marketing solutions that strengthen brand positioning and promote growth—a synergy rarely seen in the industry.

Mortina: Italy’s Zombie Detective Steps onto the Global Stage

Among Booster’s standout properties is Mortina, a character who turns conventions upside down. With her grey skin, haunting eyes, and the not-sotypical skill of detachable body parts, Mortina is no ordinary heroine—she is a young zombie blessed with detective

instincts. Created by the acclaimed Barbara Cantini and published by Mondadori, Mortina’s appeal is international: her book series has sold in 30 countries and charmed families

everywhere with its blend of humour and gentle horror. The upcoming animated series expands the brand’s reach, with 52 x 12’ episodes coproduced by Cartobaleno (Italy) and Treehouse

BOOSTER MILANO

Pippi Longstick TV Series

Mortina

Republic (Ireland), set to debut its first 26 episodes in late 2025. Supported by European funds and public broadcasters like Rai Kids and RTÉ Kids, Mortina is primed for multi-platform success.

Pembe: The Pink Cat Taking Over Social Media

Equally impressive is the irresistibly chubby pink cat spreading joy, kindness, and self-expression, alongside his cheeky sidekick, Little Pembe™. In just months, Pembe has garnered over 2.4 billion views and encourages more than 10 million daily shared GIFs, capturing the attention of users from Gen Alpha to Baby Boomers. The iconic cat’s digital-first approach is supported by a comprehensive 220-page style guide and engaging creative resources, empowering licensees and partners to expand into merchandising, media, and beyond.

Cry Babies. Brand and Content always Up To Date

For nearly a decade, Cry Babies have reshaped how children process and express their feelings. Girls aged 3-6 owns a Cry Babies doll, it’s a content driven brand: YouTube channel has over 12 million subscribers and its app has been downloaded 25 million times.. backed by a robust e-commerce system — has solidified Cry Babies’ position as Italy’s leading dolls. A major cross-platform campaign is scheduled to launch new Cry Babies content for fall 2025, utilizing influential partnerships and digital-first strategies: 72 videobooks; 18 video karaoke; 15 learning videos…and more features to come!

Talking Tom Suddenly Super Success on Cartoonito

Booster Milano is a loyal partner of Outfit77, acting as the agent for Italy, Spain, Portugal and Greece. Outfit7 the leader in mobile gaming, renowned for creating the beloved Talking Tom & Friends franchise.The series launched on Cartoonito Italy in early 2025, debuting with a 7.5% market share and ranking among the top three mostwatched cartoons, fueling growth across multiple platforms.

Building on this momentum, the brand is launching a toy line for Christmas 2025, distributed by Maggio3, while actively exploring new categories.

Pippi Longstick. A Contemporary Evergreen Brand

Pippi Longstocking remains timeless, always relevant, thanks to her enduring values that continue to inspire generations worldwide. From October to April, a dedicated exhibition is held

in Cuneo to celebrate this remarkable character. To mark the 80th anniversary of Pippi Longstocking, Poste Italiane releases at the beginning of October an exclusive limited-edition philatelic product kit for collectors and fans.

Mini Pet Pals - DinoCuccioli

A proven Hit on Rai YoYo Mini Pet Pals (Minicuccioli) is approaching the 25th anniversary milestone. New productions are already in the pipeline: 52 new episodes of MiniCuccioli/DinoCuccioli and 78 dedicated to Cuccioli (Pet Pals).

Expanding Horizons: Art and Iconic Brands

Booster’s ambitions go beyond children’s entertainment. It works with rising pop artists like Papaco and the internationally renowned architectillustrator Carlo Stanga, helping them secure major licensing agreements and gain global recognition. The agency also backs innovative projects, such as Seminal—a visual artist network that connects creatives with manufacturers and partners. It has been developed an owned platform features over 280 artists, all accessible with just one click and a single contract. Seminal is already fostering collaborations with top names like Zara and Olympia Le-Tan

Finally, Booster’s dedication to brand excellence is demonstrated through its partnership with La Gazzetta dello Sport, Italy’s well-known sports newspaper. It’s a loved brand and a key reference for millions of fans. With its iconic pink color and its ability to evoke sports emotions, it remains an unmistakable symbol, offering steady growth opportunities across various categories. Gazzetta will turn 130° : 2026 will be a year of celebrations! As Booster Milano advances, its mix of strategic insight, brand storytelling, and ongoing innovation seeks to push the boundaries of European and global licensing.

Lexington New York Illustration by Carlo Stanga

The Angry Birds Movie 3: A Global Moment in the Making

Mark your calendars: December 23, 2026 is when The Angry Birds Movie 3 hits theaters worldwide, distributed by Paramount Pictures.

With returning stars like Jason Sudeikis, Josh Gad, Rachel Bloom, and Danny McBride, plus a fresh comedy ensemble including Emma Myers, Keke Palmer, and Tim Robinson, and recently announced cast members, MrBeast and Salish Matter, this film is set to be a global entertainment event.

Produced by Rovio and SEGA in collaboration with Prime Focus Studios, Flywheel Media, One Cool Group, and dentsu, the movie expands on a franchise that has already grossed over $500 million at the box office. With a powerhouse cast and crew on board, the film promises to deliver the heart and humor that the Angry Birds are known for.

To promote the film, Rovio is creating a comprehensive licensing program across different categories, including toys, apparel, promotional events, and arts & crafts. Leading the effort is The Loyal Subjects (TLS), Rovio’s new Master Toy Partner, planning to launch a full line of Angry Birds toys and collectibles in 2026. TLS is developing a

movie-specific toy line that reflects the brand’s energetic spirit and vibrant color palette, designed for both kids and adult collectors.

Brand Awareness & Global Reach

Angry Birds maintains a 96% global brand awareness, with millions of active players each month and over 25 million

ROVIO

social media followers. The brand’s reach extends across mobile games, animation, consumer products, and immersive experiences, making it one of the most versatile IPs in entertainment.

Recent highlights include a new season of the animated series Angry Birds Slingshot Stories; a graphic novel partnership with Rocketship Entertainment, written by three-time Eisner-winner and NYT bestselling author Paul Tobin (Plants vs Zombies, Adventure Time) and illustrated by artist Thom Zahler (My Little Pony); a fashionforward collaboration on backpacks and accessories with Sprayground, and much more.

Games and Experiences that Keeps Fans Engaged

Much of the Angry Birds brand awareness comes from the Angry Birds games, which have built a massive global fanbase in the 15 years since the first game’s release. Today, Angry Birds games continue to bring joy through live events, collaborations, and surprise crossovers. Just this year, a new game, Angry Birds Bounce, was launched on Apple Arcade, offering a fresh take on the classic Angry Birds gameplay. Additionally, Angry Birds 2 celebrated its 10th anniversary, with major marketing beats planned for the end of the year. Red joined Super Monkey Ball Banana Rumble as a playable character in a DLC, and Rovio participated in the Green Game Jam, showcasing its commitment

to eco-friendly gaming.

Angry Birds also continues to expand into location-based entertainment, with new immersive experiences and physical activations launching this year. These experiences give fans a chance to interact with the brand in real life through play, exploration, and storytelling.

Learning & Sustainability: Shared Values in Action

Rovio’s licensing strategy extends beyond entertainment; it’s about making an impact. This year, Angry Birds partnered with SEA LIFE to host educational events focused on ocean conservation, reaching families across Finland, France, Portugal, the Netherlands, Belgium, China, and several locations in the UK.

In the learning space, Rovio partnered with Skidos to bring educational fun to Angry Birds fans, and with Legends of Learning to deliver curriculum-aligned games that are genuinely improving test scores and earning awards, including the Kidscreen Award and Pulcinella Transmedia Award.

These partnerships showcase Rovio’s dedication to shared values, sustainability, and purpose-driven play, making Angry Birds a brand that connects with families and educators.

Join the Flock

With the movie release coming up, Rovio is getting ready to introduce new licensing partners across different

categories. The brand is open to collaboration, and the licensing program is designed to be flexible, scalable, and globally relevant. Whether you’re in toys, fashion, publishing, education, or experiential entertainment, Angry Birds provides a licensing opportunity that’s fun-focused, widely recognized, and creatively diverse. With a major movie release, an expanding ecosystem of content, and a proven history of brand engagement, the Birds are poised to take off for an exciting journey ahead of The Angry Birds Movie 3 and beyond!

Angry Birds x Sprayground backpack

Angry Birds x Sprayground backpack

WARNER BROS. DISCOVERY

A Unique Portfolio for all Audiences

As 2025 comes to an end, WBD Global Consumer Products celebrates a year of significant achievements and deep satisfaction. While the present shines brightly, the future looks even more promising.

With a portfolio of well-established global IPs, supported by passionate fanbases and long-term marketing and licensing efforts, 2026 and the years ahead are set to be just as - if not more - successful. The upcoming innovations are numerous and impactful, making it entirely believable that the best is yet to come.

DC

2025 has been an incredibly busy and exciting year for DC, and there’s still so much more to come!

Timed with DC Studios’ highly anticipated film Superman in July 2025, WBD Global Consumer Products launched one of its largest global licensing programs ever developed for a major tentpole. The division partnered with over 100 brandsincluding Mattel, Jazwares, Funko, Pets + People, Fossil, and Build-ABear - to bring the exciting story from Writer/Director James Gunn to life across toys, fashion, publishing, home décor, and pet products. Following the success of Superman at the box office, the upcoming DC lineup offers exciting opportunities for consumer products and licensing. In 2026, upcoming feature films

Supergirl and Clayface, along with the HBO Original drama series Lanterns, will open up many new areas, licenses, partnerships, and categories. One of the truly wonderful things about DC is that there are so many beloved stories, characters, and locations; the extensive library offers new and surprising ways to engage existing DC fans while attracting new ones, including animated series like DC and WB Animation’s Batwheels or DC Studios’ Creature Commandos on HBO Max. Each production has a distinct tone and opens up new possibilities for creating engaging content.

The Harry Potter franchise remains one of the most beloved and globally popular properties in the WBD portfolio. Buoyed by a strong consumer products and licensing program that has experienced exponential growth in deals over the years, aimed at serving a highly

Harry Potter

Miniverse Harry Potter by MGA

engaged fandom.

Globally, there are hundreds of licensing partners creating thousands of different products across many categories. Retail shelves worldwide display Harry Potter items every day of the year.

Some of the key touchpoints for the Harry Potter franchise are live experiences. Warner Bros. Discovery Global Experiences has expanded the reach and depth of live events and experiences, providing a unique way for generations of fans worldwide to engage with and immerse themselves in the brand.

Harry Potter also continues to offer critically acclaimed, award-winning experiences that evolve in activities,

regions, and markets, providing fans worldwide with new opportunities to celebrate the magic.

Harry Potter: The Exhibition has just opened in Milan as part of its European tour. This enchanting experience allows fans to celebrate the world of Harry Potter like never before. Locationbased experiences like this are an excellent way to keep fans engaged

and entertained and ensuring that our franchises stay relevant to them is essential.

In consumer products, WBD creative teams and talented partners collaborate closely to bring iconic stories, characters, locations, and adventures that fans love to life in ways that truly surprise and delight, highlighting fanfavorite aspects.

With the recent announcement of the HBO Original Harry Potter TV series cast, we’re entering a new chapter for the franchise. This series will reintroduce the beloved stories to a new generation, and from a licensing standpoint, it creates new creative opportunities across categories - from fashion and collectibles to digital content and beyond.

And of course, the classic films continue to be very important. The 25th Anniversary of the first film in 2026 is a significant milestone, and a global celebration that spans consumer products, publishing, retail activations, and themed experiences is in plan. It’s a moment to honour the legacy while also looking to the future.

Looney Tunes

Warner Bros. Discovery Global Consumer Products announced a partnership with the International Olympic Committee (IOC) last year to

Bitzee Harry Potter by Spinmaster

Travel Rucksack Harry Potter by Roncato

Trolley Harry Potter by Roncato

New Harry Potter footwear line by Geox

create a worldwide consumer products program. The collaboration paved the way for classic Looney Tunes characters, including Bugs Bunny, Lola Bunny, Daffy Duck, Wile E. Coyote, and Tweety, to appear in Olympic-themed products, which will continue to be released through 2026.

Besides the agreement with the IOC, WBDGCP has partnered with the Organizing Committees of the Olympic Games Milano Cortina 2026 and Los Angeles 2028, along with some National Olympic Committees, to create Looney Tunes merchandise customized for each Olympic team. It has also produced Paralympic team merchandise for the United States and Brazil.

For the Winter Games, WBD is harnessing the global charm of our iconic Looney Tunes characters to create a lively and playful merchandise program that celebrates Olympic values. Looking ahead to 2026, the Looney Tunes will once again be cheering on the athletes and entertaining fans during the Milano Cortina Winter Olympics, with fresh new content and, of course, more exclusive merchandise.

This collaboration is part of the IOC’s

worldwide licensing effort, to reach fans of all ages through apparel, toys, accessories, and more.

Adding to the excitement of 2026, Warner Bros. Discovery will mark the 30th anniversary of Space Jam. This iconic live-action/animated film teamed up Michael Jordan and the Looney Tunes in a groundbreaking visual adventure.

Game Of Thrones

The Game of Thrones franchise remains one of the most iconic and globally influential properties in WBD’s portfolio, and every piece of content offers a great opportunity not only to expand the storytelling universe but also to reintroduce the franchise across all consumer touchpoints.

From a licensing perspective, these new narratives allow WBD to rethink the brand across categories and engage with fans in a completely new way, attracting both loyal followers and new audiences.

One of the most impactful expansions is House of the Dragon, which tells the story of the Targaryen civil war called

the Dance of the Dragons, set nearly 200 years before the events of Game of Thrones. The series has become a flagship show for HBO Max, with Season 3 currently being made and expected to deliver even more epic battles, political intrigue, and character-driven drama.

Looking ahead to early 2026, HBO Max will debut A Knight of the Seven Kingdoms, a six-episode series based on George R.R. Martin’s beloved Tales of Dunk and Egg novellas

Together, these titles not only enrich the lore of Westeros but also open up new creative and commercial opportunities across publishing, fashion, gaming, and collectibles—keeping the Game of Thrones universe a key part of global pop culture.

Lord Of the Rings

The Lord of the Rings is a franchise that has defined epic storytelling for a generation.

Set in J.R.R. Tolkien’s Middle-earth and brought to the big screen by Peter Jackson, The Lord of the Rings (including The Hobbit) is one of the most iconic fantasy franchises of all time, with $6 billion in global box office revenue and 17 Academy Awards. 2026 will mark the 25th anniversary of the release of the first film, an opportunity to honour the legacy while

Funko POP Superman

Looney Tunes Italia Team Advent Calendar by Walcor

LEGO Icons Lord of the Rings: Balrog Book Nook

inviting long-time and new fans back into Middle-earth through products that are rich in storytelling, craftsmanship, and cultural relevance.

It’s a rare chance to combine nostalgia with innovation—especially as fans get excited to see The Lord of the Rings: The Hunt for Gollum in theaters in 2027.

The

other Brands by WBD

If the above IPs are some of the crown jewels of the Warner Bros. Discovery catalog, the true strength of the studio lies in the breadth and depth of its intellectual property portfolio—capable of spanning generations, genres, and audiences.

From animation classics like Tom and Jerry, Scooby-Doo, and the entire Hanna-Barbera universe to TV series that have shaped pop culture—FRIENDS, The Big Bang Theory, Gilmore Girls, Abbott Elementary—the Warner Bros. Discovery brand is synonymous with global entertainment.

Adding to this is the prestigious HBO Max studio library, featuring cult titles like Sex and the City, as well as the critically acclaimed and globally beloved series The White Lotus, which has captivated millions of fans worldwide with its originality and sharp social commentary.

The film catalog ranges from timeless classics (Casablanca, The Goonies, Gremlins) to contemporary horror, where franchises such as IT and The Conjuring Universe continue to generate new content and fan engagement.

Set in Stephen King’s IT universe, IT: Welcome to Derry, a new HBO Original series streaming October 26, is based on King’s novel and expands on the vision established by filmmaker Andy Muschietti in the movies IT and IT

Chapter Two

2026 Theatrical Releases

Among the 2026 theatrical releases are Wuthering Heights, a modern retelling of Emily Brontë’s classic; Mortal Kombat 2, the sequel to the box office hit inspired by the iconic video game franchise; and Practical Magic 2, the follow-up to the 1998 cult film starring Nicole Kidman and Sandra Bullock, which has become a Halloween staple and a symbol of female empowerment.

Recent years have already seen major cinematic successes that have energized both audiences and licensing programs. Beetlejuice Beetlejuice, Tim Burton’s sequel to the 1988 classic, grossed over $445 million worldwide, becoming one of the top 10 films of 2024 and entering the top 75 highestgrossing PG-13 movies of all time. Its unique blend of horror-comedy and nostalgic appeal has also fueled a strong licensing ecosystem.

Similarly, Wonka, the musical fantasy starring Timothée Chalamet, has revitalized the beloved Roald Dahl franchise with over $634 million in global box office revenue. The film’s success has translated into strong consumer engagement across merchandise, fashion, and publishing, reaffirming the power of theatrical releases as a driving force for long-term brand value.

Warner Bros. Discovery’s broader portfolio is also highly well-positioned for Kidults, with properties that offer rich storytelling and iconic characters that attract adult collectors, pop culture fans, and enthusiasts of design-led merchandise.

Whether it’s a premium Batman figure, a Bugs Bunny streetwear drop, or a themed Hogwarts homeware line, it’s about delivering authenticity, quality, and emotional connection—because Kidults aren’t just buying products, they’re investing in stories that shaped who they are.

Batman by OVS

SPIN MASTER

Toca Boca: Engaging Fans from Virtual to Real Life

LM met Maryellen Zarakas, SVP of Global Consumer Products & Franchise Development at Spin Master, to learn more about the licensing plans for award-winning tween mobile game, Toca Boca, which makes its debut at BLE.

What are Toca Boca’s licensing strategy and primary targets in Consumer Products Development?

Toca Boca starts with a strong base—62 million monthly players worldwide—

Maryellen Zarakas

where tweens explore their individuality and express themselves through play in a safe, supportive digital space. Now, we’re extending that fandom beyond the screen, turning our digital universe into a lifestyle brand that tweens can connect with in the real world.

What truly sets us apart is our audience – broad, diverse, and built on the trust we’ve earned with them. Since creating this category in 2011, our experience has made us experts on our community: offering them a safe space to explore identity, try new things, tell their stories, and express themselves fully, embracing every emotion, not just the positive ones.

Toca Boca also has an impressive history of meaningful collaborations, including Hello Kitty, SpongeBob, Pusheen, and artists like Conan Gray and KATSEYE.

We’re developing Toca Boca into the ultimate tween lifestyle brand — grounded in creative expression, inclusivity, and playful yet relevant

aesthetics, all showcased with highquality design that reflects the world through a tween’s viewpoint.

Our sweet spot is in lifestyle categories that encourage tweens’ self-expression and their love of pop culture, integrating Toca Boca more into their daily lives — from fashion and collectibles to food & beverage and creative play products.

Can you make an overview of your achievements in 2025?

Our KATSEYE collaboration marked a breakthrough moment — in just 7 days, we reached 91M minutes of music played! We also saw 79M virtual gifts redeemed, along with over 230M social impressions and strong doubledigit engagement. It proves that when we connect with tweens in their own space, we spark cultural moments that extend far beyond the game and into your international presence. Where you lead today and where you plan to grow next (including Europe and beyond) matters greatly. Toca Boca is a truly

global community, with Europe and the US standing out as our top markets. Nearly one-third of our fans are in Europe, making that region — along with North America — a key focus as we develop programs that can scale worldwide. In terms of a “transmedia approach,” Toca Boca is naturally suited for it — our players turn our universe into stories every day on YouTube, TikTok, and Instagram. What we offer is an emotionally safe world that allows

tweens to express themselves without fear of judgment — a rich, relatable universe filled with quirky details that mirror everyday life. Looking ahead over the next few years, our goal is to grow and enrich the Toca Boca universe across digital and physical experiences — nurturing a fandom that goes beyond any single game. From community meetups and creative collaborations to personalized products that let fans carry their in-game avatars into real

About Toca Boca

Toca Boca was founded in 2011 with a simple mission – to create playful, safe spaces where kids can have fun and feel free to be themselves: solo or social, kid, tween, or teen. Today, more than 60+ million kids from all over the world play Toca Boca’s games every month. Toca Boca games have now been downloaded over 1 billion times worldwide.

The studio’s award-winning app, Toca Boca World, is its biggest game to date. It’s an ever-evolving world where kids are in total control.

Toca Boca is based in Stockholm, Sweden, and owned by Spin Master Corp.

To discuss collaboration opportunities with Toca Boca, please contact the team at OutboundLicensing@ spinmaster.com

life, we are expanding every point of engagement.

What do you showcase at BLE? This is the first time Spin Master is introducing Toca Boca at BLE, and the timing feels just right. With Toca Boca’s fandom stronger than ever and the brand now reaching beyond digital platforms, BLE becomes the ideal stage to showcase it to the licensing community. That’s why Toca Boca is a key part of Spin Master’s expanded presence this year, reflecting both confidence in the brand’s current momentum and ambition for the future. We’ve shown our strength in building high-impact in-game collaborations with brands tweens love. Our purpose at BLE is to demonstrate how a brand already creating massive cultural moments ingame can grow into a complete lifestyle program — shaping cultural moments that connect across both digital spaces and real life.

What are your upcoming plans, and what can we expect in 2026? 2026 is focused on scaling and expanding our presence. This involves launching an exclusive collectibles DTR with a trending retailer in 2026, unveiling new activity book formats this Spring that bring Toca Boca’s creative spirit into offline play, and broadening our selections in fashion and home. This gives fans the same customization they enjoy in the game, now available in real life.

A Universe of Brands: How Maurizio Distefano Licensing Connects Generations and Categories

Winning strategies to spark dialogue between brands and audiences through a uniquely tailored approach.

Maurizio Distefano Licensing stands out in the Italian and European markets with a strategic, storytelling-driven approach. By aligning IPs with the right partners and audiences, the agency builds lasting connections that generate both

commercial success and emotional engagement.

A Portfolio that Connects with Everyone At the core of Maurizio Distefano

Licensing’s success is its diverse and carefully assembled portfolio. The agency represents some of the most iconic children’s brands, including Bluey, the most-watched series globally on Disney+ in 2024 (based on views). Bluey

MAURIZIO DISTEFANO LICENSING

is also the most-streamed show in the first half of 20251 in the US (Nielsen)*, and it is now set to make its big-screen debut with a curated collection of episodes titled “Let’s Play Chef.” The theatrical release will be accompanied by a busy schedule of branded activities designed to engage families both on and off screen, along with the launch of an exciting new toy line developed in collaboration with the new partner Rocco Giocattoli.

Other standout IPs include Bing, the only child-centric pre-school brand that

provides the mental, emotional and social developmental tools to help youg children get ready for life. Its educational value and authentic storytelling make it especially popular with young viewers and the adults in their lives.

Masha and the Bear remains a top performer—an evergreen success with global appeal and a strong multiplatform presence. The agency also represents key MGA Entertainment brands like L.O.L. Surprise!, Bratz, Rainbow High, Yummiland, and MGA’s Miniverse, renowned worldwide for their

rich storytelling, high production quality, and ability to engage audiences across various age groups.

Yet what truly sets the agency apart is its ability to venture far beyond the kids’ space, expanding confidently into lifestyle, food & beverage, and music. This strategic diversification allows the agency to reach multiple consumer targets and tap into trends that reflect evolving lifestyles, tastes, and cultural values. An example of this is the recent acquisition of the licensing rights for Skibidi Toilet: a viral phenomenon

* Source: Nielsen. Bluey streaming claim based on total viewing that occurred from January 2025 through June 2025 (12/29/24 – 06/28/25) and ranked on total viewing minutes by Persons 2+. Data was sourced through Nielsen Streaming Content Ratings. Bluey streams on Disney+.

that originated on YouTube in 2023 and quickly evolved into a cultural touchstone for Gen Alpha.

The Skibidi Toilet brand is already expanding across multiple product categories—including apparel, accessories, toys, collectibles, and digital gaming—thanks to partnerships with relevant global licensees.

This new property underscores the agency’s ability to stay ahead of the curve, identifying emerging trends and successfully translating unconventional content into robust licensing programs.

Tailored Strategies for Every Brand

Maurizio Distefano Licensing is redefining the licensing industry by moving away from generic approaches and embracing customized strategies. As consumers seek authenticity, MDL partners with brands to unlock their unique potential, creating tailored solutions for every property—from preschool IPs that promote family bonds to premium beverage brands influenced by design trends. With deep market insight and proactive innovation, MDL boosts brand engagement through personalized retail and digital activations. The agency’s combination of strategic vision and precise execution distinguishes it, ensuring each project reflects the brand’s heritage and future goals.

Licensing Meets Lifestyle

One of the most distinctive traits of the agency is its ability to think well beyond traditional licensing, seamlessly combining brand strategies with a strong lifestyle DNA. This approach reflects a deep understanding of modern

consumers, who want not only products but also identity, emotion, and meaning in what they choose to wear, use, or gift. The success stories of Baileys and Guinness serve as proof of this vision. Baileys, a globally recognized symbol of indulgence, has gained new relevance in the fashion and gourmet worlds. From premium desserts to artisanal pastries, ice creams, and sweet treats, the brand has become a driving force for creativity in the food industry. These collaborations highlight its distinctive flavour profile, transforming Baileys from a seasonal drink into a versatile ingredient and source of inspiration for indulgent experiences year-round. Along

with these culinary ventures, the brand has expanded into the lifestyle realm— featuring capsule collections and select partnerships—that further enhance its image as a symbol of pleasure, sophistication, and modern taste. Guinness, on the other hand, has transformed from a legendary Irish stout into a cultural icon, renowned for its bold visual identity and rich heritage. Through strategic partnerships in fashion, sportswear, home décor, and accessories, the brand has taken on a new role—as a symbol of authenticity, craftsmanship, and timeless appeal. Its merchandise programs combine innovative design with a sense of

Dole, the new property of MDL, synonymous with freshness and authenticity

tradition, appealing to both longtime fans and younger audiences discovering the brand for the first time.

Another standout example is Care Bears, a timeless symbol of kindness, positivity, and nostalgia that continues to enchant audiences across generations. The brand has been reimagined through vibrant fashion collections, trendy accessories, digital activations, and social media campaigns that embody modern values like inclusivity, emotional well-being, and community. This illustrates how a heritage brand can stay culturally relevant while maintaining its original spirit.

These projects demonstrate how the agency can transform emotional legacy into modern formats, increasing brand awareness while exploring new lifestyle markets.

Music, Fashion and Fan Culture

Few spaces offer as much emotional depth and identity expression as music—and Maurizio Distefano Licensing has fully harnessed its

licensing opportunities. The agency represents in Italy some of the most iconic names in music history: The Rolling Stones, AC/DC, Pink Floyd, David Bowie, Lady Gaga, and more. These aren’t just artists—they’re cultural icons with decades of influence, aesthetics, and storytelling. Through fashion collaborations, collectible publishing, accessories, and limitededition drops, MDL channels this artistic legacy into vibrant, multi-generational licensing programs that resonate with fans, collectors, and trendsetters alike. As music fandom becomes a central part of Gen Z and Millennial consumers, these collaborations open up new opportunities for storytelling, engagement, and co-creation across different product categories.

When Brands Become Experiences

Maurizio Distefano Licensing drives innovation by bringing IPs to life through tourism and location-based entertainment. From Bing aboard Costa

Cruises to character experiences at Leolandia, Val di Sole activations, and Polaretti x Alpitour collaborations, the agency transforms vacations into immersive brand encounters, turning audiences into participants and boosting loyalty with unforgettable lived experiences.

A Strategic Partner for the Long Game

Maurizio Distefano Licensing distinguishes itself by shaping longterm brand value through tailored, culturally aware licensing programs. With a holistic approach spanning entertainment, lifestyle, digital, experiential, and retail, the agency drives strategic growth, unlocking new categories and audiences while aligning creativity and strategy to deliver futureready solutions across every touchpoint.

A premium gin with a distinctive and easily recognizable character

One of the latest additions to the Maurizio Distefano Licensing porfolio: Skibidi Toilet

One of Care Bears plushes distributed by Simba

The Next Step

BOAT ROCKER STUDIOS

Top Entertainment Brands Set for Spotlight at BLE

Award-winning global entertainment company Boat Rocker Studios is making waves at BLE during a pivotal moment in its history, as it celebrates the successful completion of a management buyout — marking the company’s return to operating as a privately held, independent studio.

There are steady hands on the tiller as operations continue seamlessly under the existing leadership team, with Boat Rocker retaining its acclaimed Scripted, Unscripted, and Kids & Family divisions, alongside its global distribution arm, brand & franchise group, and creative partnerships unit.

This exciting new chapter kicked off with the announcement of Boat Rocker’s majority acquisition of Toronto-based animation studio Industrial Brothers, marking Boat Rocker’s expansion in the global kids’ animation market. Long-time collaborators, Boat Rocker Studios and Industrial Brothers have also renewed their first-look coproduction agreement. Together, they currently co-produce hit titles including Dino Ranch, its exciting new spin-off  Dino Ranch: Island Explorers,  as well as

Remy & Boo, and  Daniel Spellbound The deal strengthens both studios’ strategic positioning and unlocks further opportunities in the highly competitive children’s and family space. Leading the current slate from Boat Rocker Studios’ Kids & Family division is the aforementioned Dino Ranch: Island Explorers. This eagerly awaited spin-off takes the Cassidy family on adrenaline-filled adventures to the mysterious and exotic Dino Island. Already generating industry buzz, the 52 x 11’ CG-animated show has CBC, Warner Bros. Discovery, and Amazon Kids+ on board as broadcast partners. Launching in Q4 2025 on CBC in Canada, the series will roll out internationally via Warner Bros. Discovery and Amazon Kids+ platforms in 2026.

Also stepping into the spotlight is teen fan-favourite The Next Step. Hot on the heels of a successful tenth series on CBBC, BBC iPlayer, YTV and ABCiView — in which A-Troupe put everything on the line to protect their legacy — Boat Rocker has announced an all-new live tour. Featuring brand-new choreography and high-energy performances, the tour kicks off in the UK in early 2026, with additional stops planned in Canada and Australia.

In 2026, Britain’s beloved secret agent  Danger Mouse  celebrates his 45th anniversary — a major milestone for a character who has thrilled generations with daring missions, razor-sharp humour, and a cool charisma that never fades.

To mark the occasion, Boat Rocker

is launching a major marketing and PR campaign celebrating the brand’s rich legacy with a contemporary twist. Fans can expect fashion, lifestyle, and collectibles collaborations that reflect the character’s iconic status and playful personality. The licensing programme is already proving as bold and dynamic as the agent himself. Key partners include Forbidden Planet, launching a direct-to-retail programme from February 2026; Character Wear (apparel and mugs); Art of Play (multi-platform

game); Blu Goblin (premium collectibles and pin badges supporting Kids Out Charity); and Truffle Shuffle (apparel and accessories). Jambats is set to debut a unique line of dungarees, while Rainbow will introduce character costumes. Additional trend-driven ranges from Cotton Division (apparel) and Murwalls (wall art, posters, plus a full apparel and headwear line) round out the initial wave. With more partners joining soon, Danger Mouse is set to return to the cultural spotlight in true style. Thanks

to his cross-generational appeal — with parents and grandparents now introducing the character to their own children — the anniversary promises to be a true celebration for fans and licensees alike.

Completing the line-up is Geek Girl, the hit Netflix series following the comingof-age journey of neurodivergent teen model Harriet Manners. Hailed by  The Guardian  as “fresh, lively and energetic”, the show follows Harriet — a socially awkward teen desperate to fit in — whose world is turned upside down when she’s scouted by a top London modelling agent and soon realises that some people are born to stand out. Production on a second series is now underway, with a 2026 premiere set. Consumer products opportunities are currently open.

Dino Ranch: Island Explorers

Danger Mouse

MINECRAFT

The Worldwide Cultural Power of Minecraft

Mojang Studios, the creative force behind Minecraft—one of the most iconic and best-selling video games of all time—returns to Brand Licensing Europe 2025 under the leadership of Hanna Willis, Head of Consumer Products, and Shabnam Elmi, Director of International, managing international efforts.

The team will be meeting with partners to showcase the ever-expanding Minecraft licensing universe, including new global collaborations, a slate of innovative product launches, and immersive fan experiences. With over 250+ active licensees worldwide, the Minecraft brand continues to build on its billion-dollar momentum in 2025 and beyond. From cutting-edge consumer products to fresh entertainment content and location-based experiences, Minecraft remains a cultural and commercial powerhouse, connecting with fans across all generations.

A Blockbuster Moment: Minecraft on the Big Screen Hot on the heels of the box office success of Minecraft: The Movie—which has grossed over $950+ Million in worldwide box office—the brand has cemented its place in entertainment history. The film’s massive performance makes it one of the highest-grossing video game adaptations of all time! The movie’s success has catalyzed a surge in consumer demand and licensee activity, creating new opportunities for brand engagement and expanding the Minecraft universe into households across the globe.

Hanna Willis

Hanna Willis, Head of Consumer Products for Minecraft stated: “The global box-office success of our first live-action theatrical feature proved what we’ve always believed—that Minecraft has the power to bring people together across generations. Families are watching it, kids are discovering it for the first time, and long-time fans are experiencing their favorite world in a new way. That’s the kind of cultural moment that fuels everything we do in licensing.”

Licensing Expansion Across Categories and Continents

As part of its global strategy, Minecraft is deepening its licensing footprint with a robust lineup of new collaborations, licensing partners and international product launches that amplify the brand’s reach through high-impact

Swarovski x Minecraft

campaigns, innovative consumer products, and lifestyle integrations.

Launched in April 2025, adidas x Minecraft is a long-term strategic partnership with adidas. In June 2025, the partnership continued with the global launch of the adidas Originals x Minecraft collection and adidas Adventurers Add-On, available in Minecraft Marketplace. The new collection of apparel and footwear products for kids and teens and in-game integration created the perfect crossover between gaming, sport, and culture, inviting the Minecraft community to boost their adventures both in-game and out.

Launched July 24, 2025, KontrolFreek x Minecraft is a new line of Minecraft Creeper Edition Performance

Thumbsticks and No-Slip Thumb Grips for next-gen consoles (including the Nintendo Switch 2). The products are available online on Amazon and at select global retailers.

Swarovski x Minecraft was launched this Summer, on July 18, 2025. Four exclusive crystal collectible figurines— Steve, Alex, Creeper, and Pig—are now available at Swarovski stores and online. Each figurine unlocks a limited-edition Crystal Suit in Minecraft’s Character Creator, merging physical collectibles with in-game digital rewards.

Launched in Europe in June 2025 and will continue rolling out through 10 European countries through September 2025, Wall’s x Minecraft is a Minecraftthemed ice cream bar that brings flavor and fun to fans across Europe in multiple retailers, including mass, mid and specialty; convenience, value stores, DTC, grocery, movie theatres and more. Part of a broader initiative to connect with younger audiences through foodbased experiences, an additional wave will launch in January of 2026 across additional European cities.

Launched at the end of August OppoSuits x Minecraft is a global apparel collab featuring pixel-perfect Minecraft suits, summer sets, onesies and more, “For Every Crafter” from kids to adults.

Commented Willis: “We’re seeing incredible opportunities to connect with

adidas x Minecraft

kids, families, and the growing kidult community through collaborations that make Minecraft part of everyday life. Whether it’s sneakers, ice cream, or collectibles, our partners are helping us build experiences that fans can enjoy both in and out of the game.”

New International Product Launches

An exciting line up of new international launches include Condor (Brazil), an expanded line of Minecraft-branded hair and oral care, launched September 2025; Nibblish (Australia/New Zealand),

a healthy fruit snack range, debuted September this year; Freiberger (Europe) has developed individual frozen pizzas launching Fall 2025 across Austria, France, Germany, and Poland. Last but not least, Dairy 4 Fun (Europe) will be a collaboration based on dairy and plant-based puddings, yogurts, and milk snacks launching Fall 2025.

Immersive Experiences: Minecraft in the Real World

Minecraft’s first-ever immersive attraction, Minecraft Experience:

Villager Rescue, debuted in Dallas in 2024 and has since expanded to London and Toronto. With more locations coming soon, this in-person, interactive experience offers fans of all ages a chance to step inside the game and become the hero of their own Minecraft adventure.

New Content: Minecraft Heading to Netflix

Minecraft’s universe is also expanding into streaming. A brand-new animated Netflix series is currently in development. The show will feature original characters and storylines, offering a fresh perspective on the Minecraft world. Launching exclusively on Netflix, the series is expected to captivate new and longtime fans alike.

Looking Ahead

From entertainment to consumables, console accessories to collectibles, Minecraft’s momentum shows no sign of slowing down. With strategic global growth, diverse new partnerships, and a laser focus on fan engagement, Minecraft’s licensing program continues to build the brand block by block, ensuring its place as a licensing powerhouse well into 2026 and beyond. Willis concludes: “What excites us most is the balance of it all—global partners bringing Minecraft into homes through food and fashion, immersive experiences letting fans step inside the game, and new storytelling through Netflix. It means kids, families, and lifelong fans can engage with Minecraft in ways that feel personal and memorable. That’s the future we’re building toward.”

“The global box-office success of our first liveaction theatrical feature proved what we’ve always believed—that Minecraft has the power to bring people together across generations. Families are watching it, kids are discovering it for the first time, and long-time fans are experiencing their favorite world in a new way. That’s the kind of cultural moment that fuels everything we do in licensing.”

A scene from Minecraft: The Movie

Celebrating the Past and Future of Sonic the Hedgehog

Ever since Sonic the Hedgehog first burst onto the scene in 1991, the beloved blue hedgehog has revolutionised the world of video games and sped into the hearts of millions worldwide.

His lightning-fast moves, daring leaps, and infectious energy earned him the nickname “the blue blur,” captivating fans of all ages and establishing Sonic as an iconic figure in gaming history. Sonic isn’t just a video game character; he’s a phenomenon that has endured for over three decades and continues to push the boundaries of entertainment. His ability to connect with kids, teens, boys, girls, and adults alike has cemented his status as one of pop culture’s most recognizable and iconic characters.

Over 1.7 billion copies of Sonic the Hedgehog games have been sold and downloaded worldwide. From the beloved side-scrolling classics to the cutting-edge 3D adventures, Sonic

consistently provides players with exciting gameplay that keeps them coming back for more.

Fast forward to 2026, and Sonic is gearing up to celebrate his 35th anniversary. What began as a video game character has evolved into a global entertainment icon, capturing audiences across multiple platforms.

Brand Evolution

Sonic’s brand has evolved far beyond the gaming world, capturing the imaginations of audiences across film, television, and literature. The franchise’s cinematic success is a key milestone for SEGA, with three feature films that have collectively grossed over $1 billion at the global box office, proving that

Sonic’s appeal transcends generations. Meanwhile, an animated series, streaming content, and comic books have helped broaden his reach further, engaging fans of all ages in fresh and exciting ways.

Outside of the world of gaming, Sonic has become a cultural icon through merchandising and strategic brand partnerships. From toys and apparel to lifestyle products, the character’s image has been carefully cultivated to maintain relevance while embracing innovation.

SEGA

Sonic continues to remain integral to SEGA’s licensing strategy, and Paramount Pictures has also confirmed the release of a fourth instalment in the film series, Sonic the Hedgehog 4, scheduled for March 19, 2027.

Partnerships & Expansions

Sonic Team unveiled, in May 2025, its latest brand campaign, Racing Around the World, dedicating this year to Sonic’s trademark characteristics of speed and attitude. Racing Around the World supports the upcoming video game release Sonic Racing: CrossWorlds and will unite the Sonic community by encouraging fans to tap into their full potential and go above and beyond. This campaign follows last year’s campaign, Fearless: Year of Shadow, which honoured the iconic character Shadow the Hedgehog and his prominent role across several media initiatives, including the video game SONIC X SHADOW GENERATIONS and the third Sonic movie.

To kick off the campaign, SEGA has teamed up with Red Bull and its globally renowned high-speed stunt driver Brandon Semenuk – three-time American Rally Association National Champion and five-time Red Bull Rampage Champion – among numerous other acclaimed achievements. Together, they have created the ultimate stunt racing film, designed to excite fans for Racing Around the World. McLaren Racing has also announced a new multi-year partnership with Sonic the Hedgehog, bringing together two globally recognized icons of speed and making SEGA the Official Gaming Partner of McLaren Racing

Fans can expect creative integration and experiences that fuse the worlds of motorsports and gaming, engaging audiences of all ages both on the grid

and on the screen. The partnership will continue throughout Sonic Team’s 2025 Racing Around the World campaign into 2026, for Sonic’s 35th anniversary.

As part of the Racing Around the World campaign, fans can also expect new racing-inspired brand partnerships, upcoming mobile game events, merchandise, and much more to come.

A partnership with digital music service Spotify will also see the creation of a curated playlist made by Sonic. The racing-themed playlist features a dynamic mix of tracks spanning different decades and genres, alongside beloved classic Sonic tunes and original songs from the upcoming Sonic Racing: CrossWorlds

Exciting collaborations have also taken place between SEGA and Gameloft on its 2018 racing game, Asphalt Legends

Unite, with special in-game events with Sonic and new game modes featuring the iconic gold rings.

Licensing Program Across EMEA Sonic’s licensing program across Europe, the Middle East, and Africa continues to thrive. Strategic partnerships with leading companies have expanded Sonic’s reach across multiple categories, including toys, collectibles, fashion, and lifestyle products. Sonic has teamed up with a range of brands, including LEGO, Jakks Pacific (Master Toy), Carrera, Panini, BWI, and Fashion UK

SEGA at Brand Licensing Europe (BLE)

As Sonic approaches his 35th anniversary in 2026, at the BLE the brand unveils new merchandise, as well as even more upcoming collaborations and events to celebrate this important milestone. Attending fans and prospective licensees are invited to connect during the show, Stand #A181, to explore upcoming opportunities and be part of Sonic’s continued legacy.

To discuss collaboration opportunities with SEGA, please contact the team at soebrandlicensing@sega.co.uk

GLOBAL MERCHANDISING SERVICES

Building Global Icons

Global Merchandising Services “Global” continues to lead the licensing industry with unmatched experience in music, lifestyle, and entertainment. At Brand Licensing Europe 2025, Global presents a diverse slate of legacy, alternative, and emerging talent that represents the past, present, and future of cultural influence.

From heavy metal legends to genredefying newcomers and global pop superstars, Global’s portfolio for BLE 2025 includes Iron Maiden, Oasis, Ozzy Osbourne, Motörhead, Ghost, Sleep Token, Zayn Malik, Niall Horan, and Jade Thirlwall

Celebrating 50 years in 2025 as heavy metal pioneers, Iron Maiden remains a cornerstone of both music and merchandise culture. Their Run For Your Lives global tour serves as a definitive tribute to their legacy, complemented by an extensive merchandise campaign and licensing program, along with a feature documentary in production by Universal Studios that promises an exciting journey through the band’s five decades. Key initiatives include the release of Iron Maiden: Infinite Dreams, a visual history book from Thames & Hudson debuting October

7, which features commentary from past and present band members and rare archival photography. A crosscategory collaboration with George @ ASDA offers a wide range of apparel items, and, of course, Iron Maiden’s Trooper Beer! In July 2025. The Royal Mint unveiled a commemorative coin celebrating Iron Maiden’s 50th anniversary, designed by artist Albert ‘Akirant’ Quirantes, with hidden nods to the band’s career. Additionally, the band partnered with British streetwear brand Represent for their first official fashion collaboration, launching a capsule collection. The Van Zeller Wine Collection’s Darkest Red has sold over 400,000 bottles across EMEA, and recently launched in Brazil through Supermercado Guanabara. Licensing partnerships with companies like Funko, McFarlane Toys, Wizards of the Coast, Centauria, Behaviour Interactive, Melon

Optics, and NECA continue to expand the band’s branded product offerings worldwide

The legendary Ozzy Osbourne, the Prince of Darkness, remains a towering figure in music and merchandise, celebrating his life’s contribution to the world with the historic farewell concert, Back to the Beginning, on July 5, 2025. The emotional send-off reunited Black Sabbath’s original lineup and featured an all-star roster, including Metallica, Slayer, Guns N’ Roses, Pantera, Gojira, and Alice In Chains. The event was

Iron Maiden Infinite Dreams

Iron Maiden

marked not only by music history but also by a global rollout of exclusive Ozzy Osbourne merchandise.

Global, Ozzy’s longtime worldwide licensing agent, led a massive campaign surrounding the farewell event, with over 40 licensing partners across apparel, accessories, collectibles, and lifestyle categories. Highlights include Jolie Beauty, Madson, Lugz, The Great Frog, Zippo, Pluginz, Funko, McFarlane Toys, Castline, Fantoons, Chaser, Philcos, Other UK, Magnolia Pearl, Goodie Two Sleeves, Low Frequency, Metal Kids, Hypnotic Hats, Rubber Road, and Desert Cactus

Ozzy’s merchandise continues to be carried by major retailers such as Hot Topic, Spencer’s, Old Navy, Primark, EMP, ASDA, Boohoo, and ASOS, reflecting the global demand for his brand. With over 100 million albums sold and a legacy cemented in the Rock and Roll Hall of Fame, Ozzy Osbourne leaves behind a cultural imprint that spans generations. His farewell was not just a final concert—it was the culmination of a life that changed the face of rock, celebrated through an unprecedented licensing program that will continue to honor his influence for years to come.

Jens Drinkwater, Global’s Head of Licensing, reflecting on Ozzy’s unparalleled influence, said, “Ozzy’s influence on rock is immeasurable. This is a celebration of a legend”. His words capture the profound respect and admiration that continue to define

One of the most iconic and influential British rock bands of all time, Oasis continues to define the sound and spirit of a generation. Their long-anticipated return to the stage has captivated fans this summer. With a sold-out stadium tour playing to over two million fans across the UK, North America, Asia, and South America, the band’s cultural impact is as potent as ever, and Global has crafted a dynamic licensing program

to match the scale and legacy of Oasis.

Oasis have partnered with leading brands and retailers all over the world, including a first of its kind global campaign with Adidas, and have also partnered with the Levi’s, Funko, Casetify, Pluginz, Cotton On, and Pintrill, with more to come! The retail program has also seen extensive placement around the world, including H&M, Next, C&A, Zara, Marks & Spencer, Lojas Renner, Abercrombie and Fitch, Selfridges, Culture Kings, Gap, Zalando, and ASOS.

From retro-inspired lifestyle products to new collaborations that speak to younger audiences, Oasis continues to bridge generational gaps through music

Ozzy Osbourne’s remarkable journey and lasting imprint on music history.

Oasis x Levis Lifestyle

Ozzy Osbourne

Motorhead Artwork

and merchandise. The band’s enduring cultural relevance—fueled by passionate fan loyalty and global retail demand— makes them one of the most valuable legacy music brands in the licensing world.

Motörhead, the legendary band synonymous with loud, fast, and unapologetic rock ‘n’ roll, celebrates its 50th anniversary in 2025 with a powerful global licensing campaign that honors its enduring influence across music, fashion, collectibles, and lifestyle. Founded and led by the inimitable Lemmy Kilmister — whose unmistakable voice, thunderous basslines, and defiant spirit defined the band — Motörhead’s legacy continues to charge forward as both a musical and cultural force.

Global Merchandising is driving a new wave of partnerships in celebration of this milestone. New licensing programs span categories including fashion apparel, accessories, drinkware,

an ambitious rollout of new initiatives extending into 2026, with licensing developments underway for high-end fashion capsules, the band’s first official pinball machine, gaming experiences, and premium collectibles.

Theatrical, mysterious, and globally beloved, Ghost has become one of rock’s most visually arresting and commercially dynamic acts. Blending heavy rock, pop hooks, and religious iconography with immersive storytelling, the band commands a cult-like global following that fuels exceptional demand for licensed products. In 2025, the band released their latest studio album, Skeletá, which went to #1 in multiple markets, including the band’s first Billboard 200 #1. The release was accompanied by the global Skeletour

“Iron Maiden’s 50th anniversary is more than a celebration of music – it’s a tribute to a band that helped shape an entire genre and inspired generations of fans and artists around the world. Working alongside them for this landmark moment has allowed us to create a truly global licensing program, one that taps into every era of their journey – from the archive to the stage, from fine collectibles like The Royal Mint coin to bestselling lifestyle products. This isn’t just about commemorating the past; it’s about ensuring Iron Maiden continues to lead in culture and commerce for the next 50 years.”

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

home décor, music gear, gaming, and collectibles. Key new partners include Live Brands Factory, Concept Café, Havoc Clothing, World of Tanks, Zippo, Rubber Road, Super7, and Fantoons.

The 50th anniversary sets the stage for

World Tour, which has seen them perform for millions of fans worldwide. Ghost also honored Ozzy Osbourne with a special appearance at the Back to the Beginning charity concert on July 5 at Villa Park in Birmingham—one of the most talked-about rock events of the year.

Iron Maiden - Royal Mint

Ghost - Tubbz

Iron Maiden x Ruroc

To capitalize on Ghost’s momentum, Global Merchandising launched a multipartner licensing program designed to expand the band’s reach across fashion, collectibles, and experiential merchandise. Newly appointed global licensees include Rubber Road, YooTooz, Subsonic, Koi Footwear, and Perris, alongside long-term partners such as Super7, Funko, and Trick or Treat Studios. With more partnerships in development, Ghost’s distinctive visual identity and narrative-driven brand present prime opportunities for licensees seeking to tap into one of rock’s most loyal and engaged fanbases.

Sleep Token is rapidly redefining the boundaries of alternative music, capturing the imagination of a new generation through genre-bending soundscapes, emotional depth, and a captivating sense of anonymity. With an aesthetic that blends surrealism,

spirituality, and contemporary fashion, the band has become a cultural phenomenon, particularly among Gen Z audiences. The band is one of the best-selling across specialty retailers in the US, and as their influence continues to surge globally, Sleep Token presents a bold and timely licensing opportunity for partners seeking to align with a deeply engaged and stylistically adventurous fanbase.

Zayn Malik, former member of global pop phenomenon One Direction, has emerged as a boundary-breaking solo artist and creative visionary. With a fashion-forward brand identity and strong cultural capital, it brings exciting opportunities to develop premium licensing programs to reflect Zayn’s distinctive aesthetic and global reach, including high-end fashion

collaborations, fragrance, art-driven collectibles, and curated DTC drops to his devoted, global fanbase.

From his chart-topping solo albums to his sold-out international tours, Niall Horan has built a successful career rooted in authenticity, warmth, and approachable style. As a former One Direction member turned chart-topping solo artist, Niall connects deeply with a cross-generational audience that spans loyal fans and new listeners.

Niall’s clean aesthetic, timeless appeal, and casual charm lead to an ideal brand for long-term retail success, and will shape Global’s licensing strategy across multiple categories, including fashion, lifestyle accessories, and music-based collectibles.

Jade Thirlwall has stepped into the spotlight as a powerful solo artist and cultural voice. With a widely praised Glastonbury 2025 performance and a growing presence in fashion and advocacy, Jade embodies creativity, inclusivity, and empowerment. Her licensing strategy encompasses collaborations in beauty, streetwear, and music-lifestyle branding, with a focus on festival fashion and socially driven product narratives. Jade’s vibrant personality and fearless individuality resonate strongly with Gen Z and Millennial consumers worldwide.

If you wish to learn more about

Zayn Malik

Niall Horan

Jade Thirwall

Mob Entertainment Partner Event

The partner presentation on October 6 in London, on the eve of Brand Licensing Europe, aims to outline how Mob Entertainment plans to build on this momentum. It also offers insight into how new product categories and storytelling directions will keep Poppy Playtime relevant to fans for years to come.

Mob Entertainment Debuts with Poppy Playtime at BLE

Mob Entertainment debuts at Brand Licensing Europe. The team plans to meet with licensees and retailers during the event, supported by its UK and European licensing agent, Merchantwise (stand B240). Representation in the MENA region is managed by MEA Licensing.

From Horror Game to Global Phenomenon

Mob’s flagship property is Poppy Playtime, a game that has grown from an independent release into an international hit. The series places players inside a abandoned toy factory and asks them to solve puzzles while encountering strange, unsettling characters. Each new chapter introduces new toys, new environments, and new storylines. Over time, those characters have become brands of their own. Huggy

Wuggy, for example, has become a pop culture icon, and Kissy Missy, the Smiling Critters, Pianosaurus, and Yarnaby are building their own followings. Their unique blend of horror and humor has generated strong demand for consumer products. Plush toys, apparel, collectibles, and publishing lines have all performed well, demonstrating how far the franchise has expanded beyond its original format.

Licensing Growth in Europe and MENA

The company’s presence in Europe and the MENA region is already growing. Partnerships include Phat Mojo, Erve, Insert Coin, and Scholastic, with new lines from GNOCE, McFarlane, Figgyz,

and Diramix set to launch soon. Each collaboration adds another piece to the puzzle, from toys and apparel to books and accessories.

A recent project, Spacetoon Hide and Shriek, transforming the Poppy Playtime franchise into a real-life interactive escape room, highlights how the brand can adapt across platforms and experiences. The brand continues to resonate strongly at retail, and Mob is using BLE to both celebrate existing partners and spark conversations with new ones.

Expanding Beyond Games

Mob Entertainment’s long-term vision extends beyond digital content. The company is actively expanding into lifestyle and consumer product categories such as fashion collaborations, home décor, experiential activations, beauty, and quick-service promotions. The strategy aims to establish a presence not only in entertainment but also in everyday life, offering fans small and large ways to integrate the Poppy Playtime universe into their routines.

That approach also shows how today’s audiences consume content. Fans don’t just want to play a game or watch a video; they want to wear, collect, and interact with characters in different settings. Mob is positioning Poppy Playtime to meet that demand.

Looking Ahead

The timing of Mob’s BLE debut is crucial. The Poppy Playtime game continues to release new chapters, each adding depth to the story and maintaining interest. Meanwhile, YouTube and social media content regularly attract millions of viewers, keeping the fan community engaged between chapter releases. Together, these platforms give licensing

Poppy Playtime: From Indie Game to Global Phenomenon

Born in 2021 from brothers Zach and Seth Belanger’s Mob Entertainment, Poppy Playtime evolved from a passion project into a multimedia empire. The horror game, set in an abandoned toy factory, introduced the iconic blue monster Huggy Wuggy - designed to be both appealing and terrifying.

The explosive success came from YouTube creators like Markiplier, whose playthroughs received over 103 million views. This “mascot horror” approach—combining child-friendly aesthetics with frightening elements—proved irresistible worldwide.

Today, Poppy Playtime has generated over 100 billion social media views, more than $100 million in merchandise revenue, and grown from two brothers to 100 employees worldwide.

partners confidence that the brand has lasting power.

Why BLE Matters

Mob’s first appearance at BLE is more than just another trade show stop. For many in the licensing world, it is the first opportunity to see firsthand how a game that began with a small development team has evolved into a

brand with global appeal. The mix of creepy characters, rich storylines, and fan enthusiasm is unlike anything else currently on the market.

For licensees and retailers searching for the next breakout property, Mob Entertainment’s debut at BLE is one to pay attention to. It shows that Poppy Playtime is not only here to stay but also ready to grow into entirely new spaces.

Scan here for monster facts about Poppy Playtime

RUN WITH US PRODUCTIONS

The Raccoons: Legacy, Renewal, and the Future

By Cristina Angelucci

LM met Kevin Gillis, President & Executive Producer at Run With Us Productions, to explore the past, present and future of the “nouveau retro” IP Raccoons.

Raccoons have a long story behind them, and now they are living a new life. Correct?

Yes, absolutely. We began many years ago by selling the show to almost all the major international broadcasters. We were commissioned by the BBC, Disney Channel, and CBC, and it was aired on Mediaset in Italy and Super RTL in Germany. The show grew a very large global fanbase, and many of

those fans are now parents themselves. Today’s audience primarily consists of millennials with young families who want to recapture the feelings and spirit they experienced watching the show, sharing those memories with their kids. In fact, some themes we addressed back then, like environmental awareness and protection of our wildlife, are even more relevant today.

If we compare when The Raccoons first aired to now, it truly is a new era. How do you keep the brand fresh for this relaunch?

We preserved and restored all our films, negatives, and artwork, remastering them to 4K. Audiences have never seen the show look like this. We’re being picked up by broadcasters in nearly 40 countries, launching soon in Germany with a Blu-ray release and exclusive bonus material: original art, designs, and annotated animation cells so fans can see the creative process. And

we’re available in multiple languages. We’ve also remastered all the music— five albums in total—and signed an exciting record deal with 604 Records in Vancouver, who are preparing digital and vinyl releases. One of their prominent artists—though I can’t yet reveal the name (haha!)—recently re-recorded the anthem theme from The Raccoons

We look forward to hearing more! Publishing is also part of the relaunch, isn’t it?

Yes, with Candy Jar Books in the UK, in partnership with Andrews UK, we are releasing three young reader novels that are being translated into other languages. We are also preparing a special hardcover edition of The Christmas Raccoons, which includes an audiobook, bonus materials, and QR codes linking to exclusive music video scenes. It’s an innovative literary experience and we have high hopes for how it will be received. It’s also worth

The Christmas Raccoons novel by Candy Jar Books

Kevin Gillis and some of his furry friends from the Evergreen Forest

discussing how challenging the industry has become for creators not partnered with major streamers or consolidated broadcasters.

That’s a significant challenge for everyone in the industry.

Indeed, that’s why we launched our own Raccoons YouTube channel—the only place to watch the entire series in 4K outside of Blu-ray. Our social media presence is strong and growing; we invest heavily in engaging with fans visually, through stories and music. It’s a kind of ‘nouveau retro,’ bringing back values of conservation, friendship, and community support. The response has been excellent, with fans often sharing nostalgic feelings.

How do you see the connection between the original audience—now parents—and today’s generation of kids?

Today’s parents are more actively involved; they don’t just want their children glued to devices but look for content that promotes important values. We focus on engagement everywhere— across platforms and devices—and I personally reply to messages from fans, sharing my childhood stories and values.This mutual sharing helps build a community and offers hope for future generations.

There is a strong values-driven heritage surrounding The Raccoons. How do you adapt this legacy to licensing and consumer products?

We aim to include thoughtful elements in each product—for instance, hidden QR codes and music videos in our books that provide interactive experiences, and we aim to use recycled materials for our sportswear. Every product features value-driven messaging designed to connect with our audience. For a future plush toy deal, we plan to add a special feature to the character—something personal that brings warmth and extra value to the fan’s experience.

That’s quite innovative! And what are your plans for gaming?

Regarding gaming, we’re working with an Italian company we met at the Bologna Children’s Book Fair last April. They’re developing an audio game based on Christmas Raccoons, allowing players to make story-driven choices. It’s an immersive audio story experience.

Live experiences have a big impact. Are they included in your future plans?

Absolutely. Our music deal opens doors for live events, likely in partnership with other companies. We envision smallscale musical experiences, that can travel to malls, festivals, town squares, and schools. It’s important to go where audiences are, leveraging our extensive catalogue of 30-40 restored songs, including the iconic Run With Us, which has been covered in multiple languages.”

What are your next plans?

We’re developing a feature film and a follow-up series. The series will continue the story from the film, and we’ve completed several animation tests. The biggest new development is our shift from 2D to CGI, which requires careful management to ensure fans accept the new style. The new look is exciting and reflects our effort to update and evolve the brand for today’s audiences.

Three of Candy Jar’s The Raccppms young reader novels

Lake Freeze - The Raccoons Songtrack, one of 5 remastered albums coming soon from 604 Records

Scene from a secret embedded music video in The Raccoons young reader novels

WAKA STUDIO

Waka Studio Company Limited: From Toy Innovation to IP Powerhouse

In Thailand’s fast-growing creative industry, Waka Studio Company Limited is rapidly emerging as a studio to watch.

Specializing in game development, animation, and intellectual property licensing, the company has positioned itself at the crossroads of entertainment and brand creation. With the clear objective of becoming a leader in the IP and gaming industry by 2027, Waka Studio is steadily building not just entertainment products but integrated universes with international licensing potential.

Behind this ambitious project are Pisorn and Jirawat Chungviwatanant, two entrepreneurial brothers with a flair for combining creativity with business vision. Their journey began in 2017 in Bangkok when they launched a modest toy workshop that introduced SpicaBear — a plush toy powered by augmented

reality technology. What could have been just another product in a crowded market instead became an instant sensation. The bear’s ability to combine physical play with digital interactivity sold out immediately, fueling their belief that characters should live beyond the toy shelf and expand into immersive universes. That belief became the foundation of Waka Studio’s identity.

Building Worlds: From Games to Licensing Ecosystems

Today, the main focus of Waka’s portfolio is Runout – Hothead Paw, a lively multiplayer game available on Steam and soon on mobile app store. Showcasing 17 unique and colorful characters, the game combines fast-

paced action with character-driven storytelling. More than just a game, Runout is a universe in progress. Waka Studio is already creating animated spin-offs of the franchise to expand its storylines and boost licensing opportunities across toys, apparel, lifestyle products, and digital entertainment.

This integrated approach illustrates the company’s vision: to transform compelling gameplay into character brands with lasting commercial value. Each universe Waka creates is built to support not only in-game interaction but also physical merchandise, marketing campaigns, and co-branded experiences. By doing so, Waka is redefining what it means to develop

intellectual property for global markets.

SpicaBear: From Toy Shelf to Global Ambassador

At the heart of the company’s evolution is SpicaBear, the character that started it all. While initially created as a plush toy, the bear quickly became a testing ground for Waka’s broader strategy: turning characters into lifestyle icons. Instead of viewing brand expansion merely as logo placement, Waka focuses on forming genuine creative partnerships with other companies. Collaborations are not just about products but about shared values, stories, and the ability to bring joy. Behind every licensing deal, Waka Studio leverages its in-house creative and animation skills to ensure that each partnership is more than simply attaching SpicaBear’s face to an object. The character is accompanied by thoughtfully crafted storytelling and custom content that directly connect

with the partner’s audience. This personalization helps SpicaBear adapt across various product categories — from toys and home goods to fashion lines — showcasing flexibility while staying emotionally engaging.

A Strategy of Digital and Global Expansion

Waka Studio understands that a modern character can’t survive on physical products alone. The future of SpicaBear involves a comprehensive digital strategy focused on building a global community. Animated shorts, web comics, and social media interactions are planned as daily touchpoints for fans. These formats keep the character lively and always present, while also encouraging user participation. Social activities, from fan art contests to fun digital challenges, will help foster a deeper connection.

Waka Studio also emphasizes understanding the details of

SpicaBear invites everyone to experience these messages firsthand at the upcoming China Licensing Expo in Shanghai, from October 15 to 17, at Waka Studio’s Booth #W3C39

For any further information, please visit the website www.wakastudio.co

international markets. The company follows the idea of “think globally, act locally,” adjusting SpicaBear’s cheerful identity to connect with different cultures. This may include co-branded campaigns with regional partners or limited-edition merchandise co-created with local artists. By making its strategy culturally relevant, Waka ensures SpicaBear isn’t seen as just a foreign brand, but as a global citizen, able to share its messages of kindness and fun naturally.

A Symbol for Joy and Kindness

SpicaBear is more than just a commercial character for Waka Studio; it represents joy, kindness, and inclusivity, with the potential to become a cultural symbol. Through charitable efforts, collaborations, and community events, the brand aims to inspire positivity and connection beyond entertainment and merchandise. In doing so, Waka Studio demonstrates how Thailand’s creative industry can produce original ideas with worldwide influence.

STUDIOCANAL

Gaming, Nostalgia and Pop Culture: Driving Successful Branding Strategies

LM interviewed Valérie Rolandez-Barrios, Senior VP IP Licensing and Partnerships at STUDIOCANAL. She discussed how the company is leveraging gaming and the nostalgia trend as key factors of its branding strategy, reviving iconic IPs through international licensing deals, upcoming releases, and anniversary campaigns.

Why is gaming so fundamental in your branding strategy?

Our IPs are highly suitable for gaming adaptations, especially our pop culture IPs like Terminator 1 and 2, Rambo 1, 2, and 3, and the Evil Dead franchise. These properties work well either as downloadable content in games or as games fully dedicated to the IP itself. Gaming experienced a major shift during the Covid pandemic, when gaming audiences surged significantly. Over the past two years, growth has slowed down slightly: consumption remains steady, but many studios faced large layoffs because they benefited from the gaming boom without investing enough in product quality. Furthermore, strong branding strategies and in-game events are becoming

more crucial to attract players and keep audiences engaged in a crowded market. In this context, IP recognition is essential, and we are very active in this area. Additionally, we have properties like Terminator, whose themes are closely linked to AI and reflect current societal concerns. Rambo, Highlander, Total Recall are also iconic movies that continue to grow in popularity. Recently, we signed a deal with Renaissance Pictures to represent the Evil Dead franchise (excluding Army of Darkness), and we are excited to develop this beloved IP worldwide. Horror is currently trending, and we see strong interest in it, especially in the U.S., where it ranks among the top 10 horror franchises of all time. We’re focused on that now, especially

Valérie Rolandez-Barrios

with a new movie release upcoming. The first one is currently set for July 2026, and was just announced: Evil Dead Burn, directed by Sébastien Vanicek (“Infested” 2023). Warner will release this film in the US, STUDIOCANAL in the UK, and Sony in the rest of the world. And another movie is set for 2027, directed by Francis Galuppi. So today, we’re confidently developing the franchise, given the public’s appetite for horror.

What is your general target audience? We target multiple demographics.

For example, Terminator is popular among those who watched it when it first released, so it appeals to an adult audience. Next year marks the 35th anniversary of Terminator 2, and we just celebrated the 40th anniversary of Terminator 1

But thanks to our gaming activities and DLCs featuring our IP in popular games like Call of Duty, Fortnite, Mortal Kombat, and World of Tanks, we have kept our IPs dynamic and relevant in pop culture. Younger audiences, for instance, often first discovered Terminator through video games rather than watching the original film.

We have Reef’s arcade game, Terminator 2D No Fate, coming this autumn, and Nacon’s console survival game, Terminator Survivors, set for release in 2026, along with more events planned for the coming years as part of our IP recognition strategy. It’s a way to revive the brand through new platforms, and we’ve observed that pop culture IPs now attract broader audiences. The nostalgia trend appeals to parents who want to share their favorites with their kids as part of their legacy. That’s what happened with Terminator Overall, the ‘80s and ‘90s are having a huge resurgence. That nostalgia cycle –also including the ‘70s, and sometimes the ‘60s – is a way for people to feel that things were better back then.

We connect to this through icons and characters like Terminator or Rambo. That’s the magic: mixing and mingling brands and content. Heritage content is highly attractive today.

You are based in France, but your market extends beyond France… Of course. We hold worldwide rights to all the mentioned IPs. We operate globally from France through signing

international deals. We also collaborate with our main agent, Creative Licensing Corporation, based in the U.S., which manages most territories for us, mainly with American licensees, as STUDIOCANAL is closer to the European market. Having a strong presence in the U.S. is essential.

We also work with Copyrights Asia in Japan, where we’ve achieved successful apparel collaborations inspired by Jean-Luc Godard films or David Lynch’s Mulholland Drive. In China, we partner with PPW. This way, we are now developing a global network.

Our next step is to move into locationbased entertainment, and we’re beginning to increase activity in that area. We’ve just announced our partnership with a major global VR Playgrounds company, Hero Zone

Could you share some details of your upcoming projects?

Our main news revolves around Evil Dead IP. A key area of our work has been to redefine the graphical identity of the franchise: a new style guide was created by the Nelly Rodi trend agency, to appeal

to traditional audience as well as to the new young horror fans. Additionally, we are gearing up for the 35th anniversary of Terminator 2, and Highlander will turn 40 next year. We hold rights to the original film, and with the coming remake, interest in the original version is growing. We’ve already scheduled several releases for next year.

We have amazing news for Rambo as well, since a new film is coming in two years, and we’re remaking the horror film The Howling. Lastly, we have new projects on the original The Avengers (the British version with John Steed and Emma Peel). It’s an interesting IP that highlights female strength.Studiocanal is also working on the development of a remake to Escape from New York.

According to you, what should we

keep an eye on in terms of key market trends?

It’s always hard to predict. I think AI will still be a significant topic, especially as we don’t yet fully understand how it will change our habits.

Sustainability will also be a key focus. As heatwaves become more frequent, people are increasingly concerned about their environment and overall well-being. I believe horror will stay strong, echoing the anxieties of younger generations, even if they don’t openly discuss them. Today’s youth live very much in the moment, and horror helps release their emotions. Yet, it’s a creative form of horror, often incorporating fantasy elements and sometimes even humor. It’s not purely negative but reflects significant societal changes. People still want to enjoy themselves. We see that even among our licensees— some are still selling $1000 statues,

so the desire for indulgence remains. But there’s also a demand for smaller pleasures: that’s why I believe in creative collections that are clever, funny, and bring joy. Even if they’re horror-themed, they should have color, humor, and a spark of fun. Additionally, we see a strong desire for heartfelt, family-centered, and culturally meaningful content – which is why traditional brands are thriving. In uncertain times, people look to the past to find comfort. That really makes sense, and STUDIOCANAL Kids & Family is experiencing this with Paddington

With a catalogue of over 9,000 titles, STUDIOCANAL leverages the strength of its iconic IPs with heroines and heroes to develop products that resonate across generations of movie fans.

PEYO COMPANY

A Smurfy Summer of Licensing!

A look at the coolest collaborations of the summer by Smurfs.

With the theatrical release of the Paramount Pictures movie, the Smurfs and their fans from around the world have enjoyed an incredible blue journey all summer long. It began in France with the Guinness World Records title for the

most people dressed as Smurfs, and it showcased the coolest collaborations of the summer by Smurfs. It was quickly followed by memorable premieres held all over the globe. From Hollywood’s Paramount Studios to New York’s Empire State Building, from the most beautiful cinema venue in Paris to the world premiere in the Smurfs’ hometown of Brussels, Rihanna and the all-star Smurfs movie cast celebrated in Smurf style with their fans. But the fun wasn’t limited to the blue carpet; this momentum for the iconic brand has also been backed by a huge global licensing program in consumer products, book publishing, marketing, and location-based entertainment. Here we have highlighted some of the coolest collaborations of the summer.

Fenty x Puma x Smurfs

This collection blends high fashion with playful charm, inspired directly by The Smurfs movie, where the iconic character Smurfette, voiced by Rihanna, takes center stage. Designed to appeal to both adults and kids, the collection features knitwear decorated with whimsical illustrations of Smurfs’ village, an all-over print showing their adventurous journey through Paris, and several exclusive collaboration logos created for the season. To add a touch of luxury, the lineup includes a new version of the Avanti sneaker, reflecting Rihanna’s own style. The focus is on distinctive, subtle details—each piece features sophisticated Smurf motifs meant to delight enthusiasts and fashion fans alike.

Rihanna and Smurfette at the Smurfs movie World Premiere in Brussels - Paramount Pictures - Peyo Company - All Rights Reserved

Fenty x Puma x Smurfs

Fenty x Puma x Smurfs

Weekenders x TheSmurfs - All rights reserved

Weekenders

Weekenders, a smurftastic streetwear brand from South Korea, is gaining popularity among the young and trend-

conscious MZ generation, partly due to its presence on the rapidly growing MUSINSA fashion platform. This collection combines the brand’s modern

streetwear vibe with vibrant Smurf blue, creating apparel that exudes a fresh, urban look. The designers have skilfully mixed playful graphics and lively color schemes, making pieces that shine with a bright, cool style—perfect for summer festivals, social outings, or everyday streetwear icons seeking a unique twist.

Crocs

Step into Smurf Village with comfort and fun! The Crocs x Smurfs collaboration invites fans of all ages—women, men, and children—to enjoy summer wearing iconic footwear paired with imaginative Smurf-themed Jibbitz charms. Whether at the pool, on a city adventure, or relaxing at home, these special Crocs offer practicality and blue-themed cheer. Unique, limited-edition designs make each pair collectible while providing the durability Crocs are known for and a playful visual story with every step.

Sprayground

Sprayground’s Smurf backpacks combine whimsy and practicality for fans eager to bring the blue heroes into everyday life. Each backpack is skillfully made from high-quality, durable materials. With various compartments and pockets, these bags are ideal for school, work, or travel—making organization both stylish and fun. The

Crocs x The Smurfs - All rights reserved

Sprayground x The Smurfs - All rights reserved

collection offers a range of bold and playful styles, each featuring popular Smurf illustrations and patterns. The newest Sprayground Smurf backpack lineup adds a touch of magical fun and vibrant color, quickly selling out in just 48 hours—highlighting Smurf’s lasting appeal among fans of all ages.

American Tourister

Featuring beloved characters like the charming Smurfette and the mischievous No Name, the collection allows travellers to bring along a blue companion wherever their journeys take them. Whether packing for a summer vacation, a quick city trip, or everyday commutes, travellers can choose from two versatile luggage sizes, each with its own Poot tag. Everyday errands are brighter with a matching backpack or stylish sacoche bag, accented by a cute plushie keychain. This collection skilfully combines practicality and charm, encouraging travellers to enjoy Smurf happiness on the go.

The Smurfs x Orlinski

Internationally renowned contemporary artist Richard Orlinski pays tribute to Peyo and the Smurfs’ triumphant return to the big screen by reimagining three legendary Smurf characters— Papa Smurf, Smurfette, and a classic Smurf—in his signature sculptural style. This collaboration explores the deep connection between collective imagination and modern art, with

Orlinski’s distinctive touch highlighting the whimsical qualities of the Smurfs while emphasizing their timeless values of kindness, generosity, and optimism. Through innovative forms and vibrant

colors, these sculptures celebrate the significant impact of the Smurfs, blending pop culture with contemporary art in a memorable tribute to their lasting legacy.

American Tourister x The Smurfs - All rights reserved

©Peyo & ©Orlinski x The Smurfs - All rights reserved

Leo the Truck’s Latest Highlights

Project First is expanding Leo’s reach, and Brand Licensing Europe offers the chance to showcase what’s next for this successful IP.

Leo the Truck has been translated into 15 languages and has earned 26 billion views on YouTube worldwide. Two seasons with 130 episodes are currently airing, with Season 3 in production.

Project First also created five Leo the Truck apps, which have been downloaded over 20 million times. After becoming a YouTube sensation, Leo began branching out into other media. Currently, the cartoon is also available on Amazon Prime, Canela TV in Mexico, TV Cultura in Brazil, and several Chinese VOD platforms, including Tencent and iQIYI.

Philippe Guinaudeau, CEO of BrandTrends.AI, observes: “Leo the Truck has grown quickly, reaching 71% awareness among preschoolers in markets like Germany, Italy, Brazil, and India, and 57% in others such as Mexico and Spain. Children love the brand once they discover it, but the lack of products limits their engagement. The message is to put more Leo on shelves and let kids’ passion drive demand.”

In Germany, they have introduced Panini books. Leo’s songs are also promoted through the partnership with Edel Leo the Truck has grown quickly, and the data confirms this positive trend. The challenge is to turn this excitement into products that can be displayed on shelves.

The company has begun combating counterfeit products with the help of Brandsolo, removing thousands of links, and hopes this will clear the way for licensed products.

Project First runs over 100 YouTube channels in 9 languages, generating 1 billion monthly views, including both live-action and animation content. This allows them to support product launches by earning millions of views and ad impressions. In the US, Project First has established a kids’ textile partnership with Birdie Bean and is negotiating additional deals. The show has recently started airing in Brazil on TV Cultura, and they are continuously launching new episodes and app locations.

Vladimir Nabatov, General Producer of Project First, affirms: “Leo was created as a project inspired by my own kids, and it’s great to see that it has grown to be loved by millions of children all over the

world. We are focused on producing new episodes and songs, constantly raising the quality bar. At BLE, we look forward to meeting new licensees and agents as Leo’s reach and audience continue to grow.”

Discover the Licensing Opportunities offered by Leo the Truck at Brand Licensing Europe, Booth #E142

Vladimir Nabatov

Birdie Bean x Leo the Truck

CHEFCLUB

Chefclub Global Expansion

The award-winning food and family brand, Chefclub, is accelerating its transformation into a global 360° entertainment company by developing two complementary pillars: Kids and Adults.

Both targets strengthen Chefclub’s distinct position at the crossroads of food, family, and storytelling, while promoting growth in consumer products, publishing, licensing, and advertising.

Adults: From Heritage to Innovation

On the adults’ side, Chefclub has launched a new content series celebrating culinary heritage with Ladurée, Jean-Paul Hévin, and Angelina, turning food moments into sophisticated experiences. October also marked Chefclub’s first physicaldigital activation: a pop-up cookie store in central Paris, boosted by extensive

media coverage and social promotion. Globally, Chefclub is innovating in retail engagement by combining content with large-scale loyalty programs. Campaigns with Sobeys in Canada (300 stores) and Carrefour in Italy (1,450 stores) emphasize the brand’s family-friendly appeal. These initiatives will continue expanding across multiple countries worldwide in 2026.

Kids: From the Kitchen to the Bedroom

Chefclub continues to expand its kid-friendly tools—most recently with the new Chefclub peeler—promoting children’s independence in the kitchen

and building on a product line that has already surpassed 1 million sales. Now, Chefclub is expanding its universe beyond the kitchen into children’s rooms with immersive storytelling and adventures that pave the way for entertainment development. With Seeds of Tomorrow – Stories That Help You Grow and the epic saga The Castle of 5 Flavors—both distributed by leading publisher Editis—Chefclub integrates food education into daily adventures, inspiring healthier and more sustainable habits.

The Food Platform for Global Character IPs

The initial step in this plan involves partnering with Bluey . Together, Bluey and Chefclub will introduce an exclusive kids’ cooking line in 2026, supported by 16 Blueythemed videos that turn products into engaging family experiences. Recipes like the Magic Xylophone Fruit Puff will include characterinspired measurements, bringing Bluey’s playfulness directly into the kitchen.

Balancing Heritage and Innovation

Licensing Magazine shared a moment of discussion with Gabriela Arenas, SVP Global Licensing at Sesame Workshop. Arenas provided valuable insights into the company’s licensing venture and explored some of its recent milestones and projects, with particular attention to how to leverage current trends and successful strategies to thrive in today’s evolving global market.

Sesame has recently embarked on a series of successful collaborations. Can you provide insights into these recent milestones and explain how they fit into your broader licensing and brand strategy?

For over 50 years, Sesame Street has brought joy to kids and adults. It’s a part of the cultural zeitgeist, capturing the

Gabriela Arenas

trends of the day. The most successful collaborations are authentic, likeminded, unique with shared values, and also unexpected. They help us create deeper connections with our multigenerational fans. A few of my recent favorite collabs include Care Bears, Line Friends, and Samii Ryan.

Teaming up with Care Bears was a natural fit—two childhood icons coming together for the first time ever to celebrate friendship, joy, and heart. Both brands have a rich emotional history. Working with Cloudco, we developed perfectly matched pairings with Big Bird and Funshine Bear, Elmo and Cheer Bear, Oscar the Grouch and Grumpy Bear, for example. We wanted their dynamics to shine through in the product and storytelling. Together, we’re working closely with partners like PUMA, Posh Peanut, and Cotton On BODY and Typo to bring the collaboration to life in ways that feel incredibly special and collectible.

The Sesame Street x LINE Friends collab recently launched in China, Japan and Korea. In June, two new videos featuring animated mash-ups of the characters, played atop the LINE Friends Times Square Flagship store. Elmo, Cookie Monster, and Oscar the Grouch

were paired with the popular characters from South Korea Cony, Brown, and Sally for playful co-branded plush and gachapon prizes. The Sesame Street x LINE Friends collab launched at Miniso stores in China and will launch in other territories, including the U.S., this Fall.

Posh Peanut Sesame Street x Care Bears Collection

Cakeworthy Sesame Street x Care Bears Collection

Did you see the Sesame Street apparel with a Smiley twist? The  Sesame Street x Smiley x Samii Ryan drop is for anyone who gets a little spark of joy when they see Elmo, Big Bird, or Cookie Monster. It’s perfect for the ones who grew up on Sesame Street and now want to wear that joy as grown-ups — with oversized, buttery-soft streetwear that feels like a hug.

Your collaboration with David Bromley resulted in an impressive collection of original paintings, prints, ceramics, and sculptures, as well as homeware and collectibles. Does this venture into the art world align with a strategic expansion into new cultural spaces and audience segments?

Fans experience Sesame Street in their very own way, and we love seeing different interpretations of our characters. David Bromley, one of Australia’s most contemporary celebrated artists and lifelong Sesame Street fan, merged his playful, vibrant, expressive and whimsical style with the iconic imagery of Sesame Street He created over 50 original art pieces with interactive elements, available for sale and including limited editions. The collection will travel throughout Australia.

Collaborations like this showcase fans’ shared connections with Sesame Street No matter what media you consume or cultural space you enjoy, Sesame Street has a place there, too.

Sesame recently landed in China with the launch of new family experiences. The Asian markets are currently stealing the spotlight, but navigating them may also present challenges. Could you delve more into your recent projects in China? What marketing strategies are you employing to ensure local relevance?

We have a local office in Shanghai and together we’re continuing to expand our footprint in China. Most recently, we collaborated with the international art curation platform COEXIST. Sesame Street “Magical Art World” invited renowned artist Xin Liu and 25 other international trendsetting artists to reinterpret the Sesame Street characters from unique their perspectives through paintings, sculptures, and installations. The art exhibit will make stops throughout China.

With the global rising demand for highquality family experiences, we recently announced a multi-year licensing agreement with Max-Matching to bring

Cookie II’ by David Bromley

Sesame Street x Smiley x Samii Ryan

immersive Sesame Street-themed Family Entertainment Centers (FECs) to China. The new centers aim to set a new benchmark by combining educational play with imaginative, engaging activities. Playful learning is essential to children’s healthy development, and creating more ways for today’s families to connect with Sesame Street is an important way we deliver on our mission.

Partnering with innovative, mission-

aligned on-the-ground organizations, licensees, and distributors that can amplify our messaging ensures local relevance and connection.

The vibrant gaming world is now capturing global attention, and many companies are entering this space to respond to audiences’ enthusiasm. With your new video game collaboration with Nex and your ongoing presence on Roblox, what role does gaming play in your licensing program?

Gaming platforms are so integral for kids’ and families’ routine as they take advantage of today’s technology to immerse themselves in experiences and connect with brands.

With Roblox, we have the STEMfocused Sesame Street Mecha Builders, which has already garnered 70 million visits. Roblox has built a vibrant global community where creativity, learning, and collaboration thrive.

We just launched a very sweet learning experience with Cookie Monster’s Cookie Factory. Teaming up with Nex Playground, this puzzle adventure engages children’s minds, bodies, and senses through fun play. Players will use their bodies to control factory widgets such as sliders, conveyor belts, claws, springs, and fans to transport and sort cookies from a source pipe to destination boxes. The game demonstrates how educational play can be just as fun and active as it is meaningful.

‘Sesame Street Crew’ by David Bromley

LINE Friends Sesame Street Collection

Sesame Street x Nex Playground

Celebrating Nostalgia, Driving Innovation: WildBrain’s 360° Approach to Franchise Growth

As Teletubbies looks forward to its milestone 30th anniversary in 2027, Licensing Magazine speaks to Erin Morris, VP, Global Franchise Strategy & Retail at WildBrain, to discuss how the company’s holistic 360° approach—spanning content creation, audience engagement, and global licensing—is driving the global expansion of beloved franchises Teletubbies and Strawberry Shortcake.

A Unified Strategy for Global Expansion

The global expansion of our iconic Teletubbies and Strawberry Shortcake franchises is driven by a unified multiyear strategy that leverages their rich

heritage, cross-generational appeal, and growing pop culture relevance. These beloved brands continue to resonate with fans worldwide, and we’re building on that momentum through content that spans all major platforms, immersive brand activations and strategic licensing partnerships. Localization is central to our franchise strategy, ensuring our brands truly resonate with fans in each territory.

Teletubbies at 30: A Legacy Reimagined

As we look ahead to the Teletubbies’ 30th anniversary in 2027, we’re building on the global success of the brand as a pioneering preschool series, expanding its reach and relevance for today’s fans and families.

Our colourful quartet continues to perform exceptionally well in key regions, including North America, the U.K., Latin America, and Asia-Pacific. Recent licensing collaborations include

a global partnership with CASETiFY, the launch of a digital game with Smobler, and an expanded cosmetics collection from Korean brand MISSHA.

Teletubbies continues to see a remarkable resurgence among Gen Z audiences, fuelled by a wave of celebrity fans, who have propelled the brand into the heart of pop culture. Our digital strategy has transformed Teletubbies into a social media phenomenon. Combined with the fact that many Gen Z fans are now becoming parents themselves, this creates an exceptionally powerful proposition for partners.

Strawberry Shortcake: Sweet Global Growth Across Categories

Strawberry Shortcake continues to capture the hearts of fans and families worldwide. Our popular “Berry Besties” campaign remains a key driver of engagement, spotlighting Strawberry

WILDBRAIN

Erin Morris

Cotton On x Strawberry Shortcake

Shortcake’s cherished circle of friends. In the digital space, we’re partnering with Basket Entertainment to integrate Strawberry Shortcake and her “Berry Besties” into the highly successful Roblox game Cake Off!. For the very first-time, we’re bringing beloved songs

from the popular animated WildBrain series Berry in the Big City and Berry Bitty Adventures to fans on music streaming platforms in a collaboration with Magic Star Kids. Strawberry Shortcake also continues to grow across key licensing

categories with partners such as Scentbird, Crocs, Goodie Two Sleeves and Precious Moments, unveiling new and expanded collections. At BLE, we unveil the “Purrfect Pets” brand theme to offer more opportunities to our partners.

CASETiFY x Teletubbies

WILDBRAIN CPLG

Unlocking Brand Potential with FranchiseFirst Thinking

In an evolving licensing landscape marked by shifting consumer behaviours and industry consolidation, WildBrain CPLG focuses on agility, innovation, and a “Glocal” approach that blends global strategies with local expertise to drive fan engagement and licensing growth.

Licensing Magazine speaks to WildBrain CPLG’s Pau Pascual (PP), SVP Commercial, Europe, U.K. and the Americas, and Ben Peace (BP), SVP Commercial, Asia-Pacific, Middle East and India, about how they are evolving the role of the licensing agency and redefining what success looks like.

Adapting to Industry Change

PP: In a world of constant change and consolidation, every part of our industry is evolving—from licensors and licensees to retail and experiential. Consumer behaviour is shifting, and new trends are emerging, so adaptability has never been more essential. That’s why we remain agile, innovative, and futurefocused in everything we do.

With 24 offices supporting over 100 territories worldwide, our global reach, combined with deep local expertise, is truly unmatched. As part of WildBrain, we’re also uniquely positioned to harness in-house capabilities across content creation and audience engagement. In a fast-moving environment, this enables us to tap into expertise across our teams to deliver impactful, 360-degree programmes for WildBrain’s owned franchises—such

as Peanuts, Strawberry Shortcake, and Teletubbies—as well as for our diverse portfolio of partner brands.

The Evolving Role of the Licensing Agency

BP: In today’s competitive landscape, it’s more critical than ever to stand out as a licensing partner. At WildBrain CPLG, we’re transforming the licensing agency model, moving beyond traditional representation to become true strategic partners. Our mission is to unlock brand value, strengthen equity, and drive sustainable long-term growth through a curated, holistic approach. For example, we draw on our in-house digital marketing expertise to craft locally relevant, globally aligned social strategies and go-to-market plans. This isn’t about ticking boxes on a conventional consumer products plan checklist—it’s about activating the complete franchise flywheel. We focus on identifying untapped opportunities in non-traditional categories and accelerating growth in areas that enrich the consumer experience. A great example of this is our deep capabilities

in Location-Based Entertainment, where we’re bringing brands to life and deepening fan engagement through unique immersive, experiential activations that drive long-term value for franchises.

‘Glocal’ In Action - Localised Brand Building

PP: Strawberry Shortcake exemplifies how a cherished heritage brand can be revitalised for new markets through a globally aligned strategy that’s locally tailored. WildBrain’s digital and social strategies to expand brand awareness in key countries internationally— including the U.K., France, Germany, Spain, Italy, Mexico, and Brazil—provide for the rollout of country-specific social channels and paid advertising campaigns in local languages. This approach empowers our licensing teams to build authentic connections with fans and unlock opportunities with potential partners on the ground.

BP: Consumer marketing plays a pivotal role in franchise growth, and we’re actively supporting WildBrain’s franchises and partners in key

Allure magazine’s cover, celebrating 75th Anniversary of Peanuts

regions, including Asia-Pacific, to drive awareness and deepen fan engagement. Strawberry Shortcake recently featured in a Boomerang School Tour in Thailand, a hugely successful activation that delighted children and strengthened ties with the local broadcaster, highlighting the impact of culturally relevant marketing. In Korea, we partnered with leading lifestyle and beauty magazine Allure for an extensive feature celebrating Peanuts’ 75th anniversary, amplifying the brand’s cultural resonance both globally and locally. We’re also working closely with new APAC partner Bellygom, a South Korean-born pink bear, to optimise their social strategy and localised digital go-to-market plans to help drive global expansion.

Redefining Success in Licensing

BP: With this approach, we’re reshaping what success looks like in licensing. Instead of pursuing volume, we’re curating programmes that prioritise quality and long-term impact. By partnering with brands that share our DNA, we elevate these relationships through creativity, innovation, and

strategic thinking.

PP: It’s not just about consumer products either. Our 360-degree franchise-building expertise at WildBrain allows us to align licensing

strategies with content and distribution strategies across multiple platforms like streaming, YouTube, and FAST. This integrated approach enables us to build innovative, cohesive programmes that deliver lasting value and success for our partners.

Bellygom

Ben Peace

Pau Pascual

STORYTOYS

Gaming and Licensing: Crafting Brands that Players Love

LM met Emmet O’Neill, CEO of StoryToys, to discuss the company’s strategies for working with licenses and building globally successful video games for children.

Dublin-based StoryToys, founded in 2008, is a leading creator of educational games for children aged 2–7 years old. With over 250 million downloads across 120 countries and 28 languages, it partners with Disney, LEGO, and Marvel. In August 2025, its LEGO Bluey mobile

game—developed with the LEGO Group and BBC Studios— has become the #1 mobile game for children in several countries, underscoring its innovation in educational apps.

At the core of StoryToys’ success is

your approach to IP scouting. Can you share the key factors you typically consider?

I love working with IPs that span multiple generations. I believe in creating shared moments between parents and children through their love of a piece of content, whether it’s a book, film, or toy. If a parent is a fan of something like LEGO sets or Barbie dolls, we aim to create experiences that let them share that passion with their child.

While most of the IPs we work with are between fifty and a hundred years old, we made an exception for Bluey because it clearly promotes a strong shared bond between parents and children.

There are also very practical considerations. An IP needs to have demand, so we use tools like Google Trends and App Store keyword scores to evaluate global interest and reduce some of the guesswork. It’s equally

Emmet O’Neill

Sesame Street Mecha Builders

important that the IP owners respect and protect their own brand: they should avoid over-licensing just for minimum guarantees and safeguard their trademarks from unlicensed use.

What is the importance of industries like toys and publishing when choosing an IP for a game?

We aim to craft experiences for children that naturally extend the IP, regardless of its original medium. This could be a classic book series, such as Dick Bruna’s Miffy, or a toy like a LEGO set. The app should feel like a seamless part of what children already love about the brand. Toys and books often work better for licensed apps than films because they create ongoing awareness and build the brand, rather than relying on a single tentpole release. Similarly, television shows like Sesame Street, Peppa Pig, or Bluey, with their frequent new episodes, maintain continuous relevance and engagement.

How do you develop and adapt IP content for gaming?

The first step is to identify what makes an IP unique and why children love it. If we can capture that essence and extend the play pattern into a new medium, the result feels genuine and like a natural

StoryToys’ LEGO Bluey Mobile Game: A Major Achievement in Children’s Gaming

StoryToys achieved a major milestone this year with the launch last August of its LEGO Bluey mobile game, born from a strategic partnership with The LEGO Group and BBC Studios. This new app combines beloved Bluey characters with creative brick-building. Featuring LEGO DUPLO bricks for toddlers and classic LEGO system bricks for older preschoolers, it offers inclusive, developmentally tailored play. The app was downloaded more than 1 million times in its first month of release and became the number one iPad charts in 26 countries. Focusing on both emotional and cognitive development, the app provides meaningful and engaging experiences. Regular content updates offer new adventures, establishing the game as one of the most successful—and impactful—children’s app launches of 2025.

extension of the brand. This approach resonates more effectively with our target audience and aligns with our brand partners.

We research the most popular brand attributes and then create digital experiences that expand on them, ensuring the adaptation feels true to the IP while adding something new.

The importance of authenticity in creating children’s games

I love making licensed apps. It’s a privilege to be trusted with someone else’s IP and to add a new dimension to their universe. We’re fortunate enough to select the brands we work with, and we only partner with those we truly believe in.

Beyond that, we’re dedicated to offering healthy and balanced alternatives to the less favorable types of screen time children might encounter. That sincerity underpins everything we do. We believe both in the IPs we adapt and in the experiences we’re creating for children.

Can you mention one of your favorite IP projects in gaming?

One of our earliest licensing partnerships was for Eric Carle’s The Very Hungry Caterpillar, through the Joester Loria Group. Collaborating with Eric’s team, JLG, and sometimes even Eric himself, was an absolute career highlight. The integrity and care that everyone brought to the project were a masterclass in how to look after a beloved character.

We launched an app 10 years ago called My Very Hungry Caterpillar. Despite all the fantastic collaborations and great apps we’ve developed since then, that title still holds a very special place in my heart.

LEGO® DUPLO® World Mobile Game

LICENSING INTERNATIONAL

Global Industry Study: Industry Growth, Market Dynamics, and Category Leaders

The global licensing industry has once more proven its resilience and strength in 2024, showing significant growth and indicating strong health across major property types and regional markets.

According to the 2025 Licensing International’s Global Industry Study, licensing royalties from products and services rose to $21.36 billion worldwide—a 7.2% increase year-overyear that greatly surpassed both general retail sales and overall licensing retail revenue growth.

Unprecedented Global Totals and Market Leadership

The annual increase to $21.36 billion sets a new record for licensing’s influence on the global retail landscape. Far from being a niche industry, licensing now acts as a strong driver of value, offering licensors a competitive

Maura Regan

edge through well-negotiated deals focused on performance and consumer appeal. The United States remains the largest market worldwide by a large margin, bringing in $11.43 billion in royalties. This accounts for a remarkable 53.5% of the global total, reaffirming the US as the central hub for innovation, deal-making, and brand growth. Japan ($1.16 billion; 5.4%), the United Kingdom ($1.09 billion; 5.1%),

“IP owners, manufacturers, and retailers across Europe exemplify the adaptable and resilient nature of the brand licensing industry. Licensing International’s 2025 Global Licensing Industry Study highlights how European markets are not only embracing diverse categories --from fashion and sports to corporate brands and location-based experiences --but also driving innovation and cross-border collaborations. These findings reinforce the region’s pivotal role in advancing the industry’s growth and shaping consumer engagement worldwide.”

- Maura Regan, President, Licensing International -

and China ($899 million; 4.2%) complete the top four, each with distinct licensing environments, flagship brands, and increasing interest in cross-category partnerships. Germany, Canada, France, Brazil, Australia, and Italy make up the top ten, collectively representing nearly 82% of global royalties—showing mature licensing systems in developed economies.

Regional Breakdown Reveals Opportunities and Gaps

When analyzing by geographic region, the concentration of licensing activity becomes even more evident. The US and Canada accounted for $12.12 billion in royalties, or 56.7% of the global total, overshadowing other regions and reaffirming North America’s dominance. Western Europe recorded $4.08 billion

(19.1%), showing healthy diversification and growth in a mature market. North Asia, including Japan and China, generated $2.3 billion (10.8%), as Asian countries rapidly expand their licensing portfolios and promote innovation in entertainment and technology. Latin America contributed $942 million (4.4%), South Asia/Pacific $849 million (4%), Eastern Europe $693 million (3.2%), and the Middle East/Africa $359 million (1.7%), each playing smaller roles but highlighting significant opportunities for further growth. Regions outside these key areas added only $21 million, pointing to untapped global potential.

Category Leaders: Characters, Brands, and Beyond

The 2024 data shows that Character and Entertainment properties remain

the top categories, generating $9.85 billion in royalties—46.1% of the global total. From animated icons and blockbuster films to gaming worlds and kids’ content, character-driven licensing continues to engage consumers and generate substantial revenue. Close behind are Corporate and Brand properties ($4.97 billion; 23.3%), which leverage established trademarks and brand value for product extensions across various retail sectors. The Fashion segment earned $2.13 billion (10%), fueled by collaborations, designfocused merchandise, and lifestyle brand extensions. Sports properties contributed $2.41 billion (11.3%), with athletic brands excelling in apparel, collectibles, and digital media. Other segments—including Publishing ($361 million; 1.7%), Celebrity ($437 million; 2%), Music ($348 million; 1.6%), Art ($158 million; 0.7%), Nonprofit ($139 million; 0.7%), and Collegiate licensing ($565 million; 2.6%)—are smaller but becoming more active as licensors pursue new audiences and creative collaborations.

Licensed Products: Apparel, Toys, and Digital Dominate Royalties by product category reveal where brands are attracting the most attention. Apparel accounted for 16.1% of all royalties, emphasizing the enduring appeal of branded fashion collaborations and merchandise. Toys made up 13.8%, including collectibles, action figures, and plush lines associated with major character franchises. Accessories and fashion

contributed 11.5%, showing ongoing growth in wearable branding and lifestyle extensions. The digital shift is clear in the video games and software category, which represented 12.1% of royalties as gaming, mobile apps, and interactive experiences gain popularity. Other categories—home décor (4.7%), health & beauty (3.9%), food & beverage (3.3%), and publishing (2.4%)—highlight the expanding diversification of licensing portfolios and efforts to keep brand relevance across all aspects of daily life.

Royalty Rate Trends: Performance-Based Models Gain Traction

One of the most significant developments in the licensing industry has been the move toward performancebased royalty models. The weighted average wholesale royalty rate increased to 8.92% in 2024 (up from 8.72% the previous year), as licensors shift away from strict minimum guarantees and focus on deals that reward brand growth and sales performance. The fastestgrowing royalty rates were observed in

entertainment, celebrity endorsements, collegiate (university brands), music, and non-profit categories—segments where leverage, audience loyalty, and ongoing consumer engagement generate higher returns.

USA, A Global Leading Market. Europe and Asia’s Growing Industries

The US’s leading position highlights both the strength of its licensing ecosystem and its unique ability to expand brands across entertainment, sports, fashion, and corporate properties. Meanwhile, Asian and European markets continue to grow, fueled by increased digital adoption, mobile usage, and crosscultural consumption. Character and entertainment properties, along with corporate/brand, fashion, and sports categories, make up more than 90% of global royalties—demonstrating their broad appeal and adaptability. Apparel, toys, accessories, video games, and software are the main licensed products generating royalties, supporting the trend toward immersive, branded experiences both in stores and online. As licensing becomes more essential to the success of global brands, the sector’s use of performance-based deals and diverse product strategies is driving ongoing market growth.

The 2024 data from the Licensing International study offers a dependable benchmark for all stakeholders—from licensors and licensees to retailers and rights holders—aiming to navigate a more competitive, innovative, and valuable industry.

Skifidol Italian Brainrot: Europe’s Next Licensing Powerhouse

Officina Comunicazione, the Modena-based leader in children’s collectibles and youth entertainment, has revealed what may be its most ambitious property to date: Skifidol Italian Brainrot.

Building on its decades-long reputation for influencing collectible trends and creating cross-generational IPs, Officina is positioning the new brand as a global licensing powerhouse.

From National Innovator to Global IP Owner

Having pioneered Italy’s collectibles market since the early 2000s with trading cards and licensed properties such as Pokémon, Yu-Gi-Oh!, WWE, Gormiti, and Harry Potter, Officina has consistently combined creative IP development with highly effective product rollouts in the newsstand channel. Iconic in-house brands such as ShokkyBandz and Skifidol—the popular slime range—have consistently demonstrated the company’s ability to spark cultural phenomena.

The Skifidol brand has grown from a single product line into a multi-category umbrella covering slime, gimmick

collectibles, and trading card games. Notable successes include the playful Skifidol Puzz (scented and “gross” cards), Figumatte fantasy stickers, FantAnimals hybrids, and most recently, the Skifo-Cards, launched in partnership with Panini in 2024. Each version strengthened Officina’s role as a leader in the “nonsense” and humor-based youth collectibles market.

Positioning Skifidol Italian Brainrot as a Lifestyle IP

Skifidol Italian Brainrot represents the next stage of evolution, signaling Officina’s move into a wider entertainment and licensing strategy. Created with AI support, the property features over 300 original characters across two card series (Alpha and Beta), with a visual identity inspired by web culture and surreal comedy.

The brand has already expanded significantly beyond trading cards into

Skifidol Italian Brainrot - Collection Cuties 3D

a wide range of product categories, backed by a strong licensing rollout. Current licensees include Mondadori (official guide), Panini (stickers, magazines), Corriere della Sera / Corriere dello Sport (promotional cards) for publishing; Van der Erve (Europe, 0-12), Daddato (Italy, 0-12) for apparel; Franco Cosimo Panini (Italy 2025), Seven (Italy 2025), Swipe (diaries and notebooks 2025), Safta (Spain 2026) for back-to-school and stationery; DLG (snack promos, confectionery surprises for Easter), Tasty and Unique (pan-European confectionery) for food and confectionery. Lastly, the lifestyle & gifting category includes Stor (tableware), Virca (greeting cards), Carozul (metal tags). Promotional partners on board are Road House (card promos) and Like (loyalty programs). Also, experiential licensing

OFFICINA COMUNICAZIONE

Andrea Marchesi

is covered with MagicLand (theme park activations). Other deals are currently in negotiations.

This intensive licensing program highlights Officina’s strategy to develop Skifidol Italian Brainrot not just as a single collectible line, but as a comprehensive lifestyle and entertainment IP.

Breakout Launch in Italy and Beyond

Skifidol Italian Brainrot’s official debut occurred on April 22, 2025, on the Italian newsstand channel, followed by a largescale above-the-line campaign launched on May 9, supported by television ads aimed at children and families. Complementing the TV effort, Officina executed a high-impact digital strategy using influencers on TikTok, Instagram, and YouTube, with campaign content quickly reaching millions of views. The results were immediate: over 30 million packs and 600,000 binders sold within the first months of launch, setting new standards for the Italian newsstand market. Industry analysts now rank Skifidol Italian Brainrot alongside global giants like Pokémon or Pop Mart’s Labubu in terms of speed and early consumer adoption.

Expanding Footprint to Global Markets

In just a few months, Skifidol Italian

Brainrot has achieved distribution across Europe, the UK, the Middle East, the U.S., Canada, Latin America, and Japan. The brand’s international success highlights Italy’s growing role as a creator of original youth IP with global ambitions— traditionally a space mainly occupied by Japanese, Korean, and U.S. properties.

Looking ahead, 2026 is set to be pivotal for the IP, with Officina signaling the development of new categories that extend significantly into audiovisual and live experiences. While details are currently under confidentiality, discussions around a film adaptation and expanded live events strategy are already underway.

For the licensing industry, Skifidol Italian Brainrot sets a new standard in how a locally created collectible property can leverage cultural trends, AI-driven development, and strong licensing infrastructure to achieve immediate international growth. Officina Comunicazione has proven that Italianborn IP can not only attract domestic audiences but also resonate worldwide across various categories—from trading cards and publishing to apparel, back-toschool, food, and experiential sectors.

Skifidol Italian Brainrot Mystery Box, Alpha series

Skifidol Italian Brainrot Mystery Box, Beta series

BLE PREVIEW

What’s New at BLE 2025

The 2025 edition of BLE is expected to be larger than ever. Like every year, LM acts as Media Partner and offers a lively lineup of content and live updates to keep readers informed about the latest from the European Licensing Industry.

In the meantime, here is a selection of some upcoming novelties set to be showcased in London.

Sony Interactive Entertainment: Expanding Licensing Strategies Booth #D141

Sony Interactive Entertainment, the company behind PlayStation and a global leader in interactive entertainment, is set to expand its licensing strategy across its portfolio of iconic gaming franchises and cultural properties. The company returns to Brand Licensing Europe 2025 to unveil its latest initiatives, offering fans new ways to celebrate their PlayStation lifestyle. At BLE, SIE presents opportunities tied to its core PlayStation brand and franchises, including Astro Bot, The Last of Us, Ghost of Yotei, Horizon, God of War, and Helldivers 2 Building on its wide-ranging program across apparel, collectibles, and publishing, Sony seeks to push beyond

traditional categories into Food, Health & Beauty, and Pet Products, while growing its retail presence across EMEA. Highlights include Astro Bot, recognized with multiple 2024 awards; Ghost of Yotei with a high-fashion Ark8 collaboration; The Last of Us, supported by HBO and annual fan celebrations; and upcoming films based on Horizon and Helldivers 2

Pembe the Pink Cat: The Next Big Name in Licensing Booth #C233

Created in Copenhagen, Pembe the Pink Cat® blends Scandinavian minimalism with the playful charm of kawaii culture, forming a character that feels both modern and timeless. With its round belly, light humor, and themes of self-expression and empathy, Pembe resonates across generations, especially with teens and young adults who identify with its fun, relatable spirit. The results are clear: Pembe’s

Instagram stories reach millions each month, while Giphy stickers have amassed over billions of views, shared worldwide in everyday conversations. Licensees have taken notice. In just two years, publishing, apparel, toys, stationery, plush, and more have joined across Europe, North America, and Oceania, with more launches on the horizon. What makes Pembe special is its seamless connection between digital and physical worlds, evolving into a lifestyle brand with strong global momentum. At BLE, the chance to be part of this rising success is now.

What’s New from Hasbro Booth #A211

Littlest Pet Shop, with over a billion pets sold worldwide since the ’90s, remains a leading collectible brand. Its 2024 relaunch blends nostalgia with fresh storytelling, engaging fans and collectors alike. The Generation 7 collection by Basic Fun! now features

over 220 pets across more than 35 countries. Autumn’s Series Four introduces over 40 new pets, including a golden panda chase, along with Pet Singles, Pet Pairs, and the Sweet & Stylish line. The Spin & Style Boutique holiday set provides immersive play zones. Littlest Pet Shop also extends into pop culture: Fairytale CAMP brought interactive brand experiences to major U.S. cities, and its quirky style fuels licensing into apparel, stationery, publishing, gifting, and more.

Play-Doh, a creativity icon for nearly 70 years, sells over 500 million cans annually in more than 80 markets. New products, such as Super Stretch and Cloud, along with collaborations with

Brand Growth through Storytelling

For the second consecutive year, LM hosts a panel at BLE, this time focusing on storytelling as a key factor in brand growth. Brand Development Through Storytelling is scheduled for Tuesday, October 7th, from 10:00 to 10:30 am in the Networking Hub (A291). Top speakers include Roleff Kråkström (Moomin Characters), Elinor Schops (Miraculous Corp), and Tadeja Irmančnik (Outfit7), with Cristina Angelucci serving as moderator. The panel explores how storytelling has a profound impact on brand development across various media.

Barbie and Disney, highlight hands-on play. Its 70th anniversary will be in 2026. Power Rangers is reimagined with Playmates Toys’ Re-Ignition, innovating play while fueling nostalgia through toys, games, and collaborations.

Play-Doh Kawaii

Littlest Pet Shop

Projects Lineup by Xilam Booth #A130

Academy Award® nominated French studio Xilam Animation showcases a vibrant slate of new and popular brands at BLE, while planning to present them to partners in the upcoming months. Leading the lineup is Piggy Builders, a 52-episode 11-minute preschool series commissioned by the BBC, France TV, and ZDF, now expanding internationally with deals including VRT Ketnet, TéléQuébec, YLE, Warner Bros. Discovery Italy, RTS, and SVT. Supporting its rollout are digital shorts Piggy Builders Extra Time and a licensing program led by France TV Distribution, with Xilam seeking additional partners in toys, apparel, plush, and publishing. Also featured is Zig & Sharko, the hit comedy celebrating its 15th anniversary, with over 37 million YouTube subscribers,

20 billion views, and millions more across social media. New licensing agreements include board games, plush toys, and sustainable clothing, with more activations planned. Lastly, Xilam introduces Submarine Jim, a 52-episode

adventure comedy for kids aged 6–9, expected to launch in Q2 2026.

The Growing Success of Stomp! Stomp! Rhinos! Booth #E164-5

OAK9 Entertainment’s Stomp! Stomp! Rhinos! is Lithuania’s first preschool animated franchise with global distribution secured through Boat Rocker’s three-season deal. The series follows Rhino siblings Noah, Ela, and Ron, teaching Generation Alpha emotional wellness through stories about anger, sadness, and anxiety. The show combines commercial appeal with meaningful storytelling. Industry veterans Ann Buckingham and Maria Ancieta-Risher, with backgrounds from Disney and NBCUniversal, are leading licensing expansion across publishing, toys, apparel, and more. They will help build a multi-platform franchise around the series’ mission of empowering children with emotional learning. This breakthrough highlights Lithuanian creativity and positions Stomp! Stomp! Rhinos! as a timely global brand in preschool edutainment.

Submarine Jim

Zig & Sharko

Stomp! Stomp! Stomp! Rhinos!

Art Ask Agency & Richard Scarry

Busy Busy World

Booth #C295

A timeless classic loved worldwide, Richard Scarry’s book series has sold over 160 million copies and been translated into more than 35 languages. Characters like Lowly Worm, Huckle Cat, Hilda Hippo, and Goldbug live in richly detailed worlds created by the illustrator, making the series a fundamental part of childhood. Scarry’s stories teach young readers about community and depict adulthood as hardworking and purposeful. With more than 300 books

published, the brand continues to expand through new releases, innovative formats, and global publishing efforts.

The 50th anniversary of the bestselling “Cars and Trucks and Things That Go” was celebrated in 2024 with 3.2 million copies sold. In 2025, major licensed products launched, including a collaboration with Italian fashion house Bottega Veneta and Uniqlo’s Picture Book Collection babywear. The brand’s modern values of community, purpose, and equality appeal to nostalgic adults, children aged 3–8, parents of infants, and gift shoppers. Art Ask

Agency showcases the brand at Brand Licensing Europe with diverse licensing opportunities.

Give and Keep Debut

Booth #AD16

Give and Keep (G&K), the vibrant emerging character brand licensing prospect, debuts at BLE this year. As the creative engine behind Sam the Dancing Digital Angel and friends, G&K introduces

Teddy Mountain Deals for Piney: The Lonesome Pine

Teddy Mountain LLC, the world’s largest wholesale supplier of DIY plush products, has signed a global licensing deal with Haylett Entertainment to produce and distribute plush toys, both fully stuffed and DIY, inspired by the Emmy-nominated holiday special Piney: The Lonesome Pine. The toys will be available at mass market and specialty retailers, while Teddy Mountain will present them to wholesalers through its network across North America, the UK, the EU, the Emirates, and Latin America. Based on Jane West Bakerink’s book, The Lonesome Pine premiered in 2020 on Disney platforms, ranking among cable’s top 50 and topping Disney Junior ratings on Christmas Eve 2022. Now available globally through CAKE Entertainment, the brand extends to books, Tonie figurines, and multilingual releases.

a digitally driven vision to captivate audiences, blending fun animations with technology to boost consumer engagement across both physical and digital spaces. In the shifting digital landscape, G&K’s collection of characters effortlessly incorporates Animation and Gaming into brand stories, placing the company at the cutting edge of immersive experiences.

“Our commitment to innovation allows us to leverage digital platforms effectively, offering universally accessible brand engagement,” says Creator Manoj Dayalji. With solid digital roots, G&K utilizes interactive storytelling and gamified content to expand its presence in retail, fashion, publishing, and other sectors. Its versatile capabilities enable adaptability across markets, supporting

tailored collaborations that stay in step with global trends. For partners, G&K presents innovative opportunities and a real competitive advantage.

D-Way Creative Studio: A Different Way to Entertain Booth #D131-5

D-Way Creative Studio is redefining the world of themed entertainment and location-based experiences with its all-in-one solutions that combine innovation, high-quality production, and strategic insight to turn brands and stories into memorable visitor journeys. With international experience, the studio has partnered with theme parks, entertainment venues, and rights holders across various markets, earning recognition as creative producers

and quality guardians who protect IP integrity while infusing new creativity and flawless execution. Known for expertise in IP licensing and adaptation for experiential formats, D-Way Creative is a trusted partner for operators and rights holders worldwide, connecting brands and audiences in engaging and meaningful ways. From concept design and immersive product development to brand representation and experience audits, the studio adopts a comprehensive approach that protects, adapts, and maximizes IP’s narrative and commercial value. With bold vision, industry expertise, and a commitment to excellence, D-Way Creative is setting new standards for creativity and quality in entertainment.

Laurent Monti

Dependable Solutions Celebrates 20 Years

Booth C231

Dependable Solutions, a renowned global provider of licensing and royalty management software, marks its 20th anniversary this year at Brand Licensing Europe (BLE). Since its founding in 2005 by Marty Malysz, the company has served licensors, licensees, and agents worldwide, streamlining operations, enhancing transparency, and fostering growth. With offices across the US, Europe, and Asia, Dependable Solutions supports thousands of licensing professionals. Celebrated as the Most Impactful Service Provider by Licensing International in 2024, the company attributes its success to client collaboration and continuous innovation. At BLE 2025, Dependable Solutions unveils advanced BI dashboards and real-time integration tools to deliver clear, actionable insights that empower licensing professionals. Beyond technology, they launched the Dockside Dash run to build community and support the LIGHT Fund, reinforcing their commitment to industry partnerships and future progress.

RHS and Its Award-Winning Licensing Campaign

Booth #C293

The Royal Horticultural Society (RHS) showcases its award-winning licensing program built on new and renewed

collaborations. At this year’s event, the RHS highlights its commitment to licensee support with the launch of a new style guide, inspired by pioneering garden designer Gertrude Jekyll, the first woman to receive the RHS Victoria Medal of Honour. Reflecting the RHS vision of making gardening a way of life, the campaign spans categories from homeware, outdoor living, and pet products to fashion, toiletries, and gifts. Other novelties include: Sophie Allport’s 2025 RHS Chelsea Flower Show collection, Radley’s special-edition handbags, and furniture by Sofas &

Stuff. Partnerships with The Somerset Toiletry Company, Cottage Delight, Tildenet Gardenware, Ca’ Pietra, and Arthur Jack & Co. further expand its reach. With three recent licensing awards, the RHS continues its mission to inspire healthier, greener lifestyles through powerful brand collaborations.

Walberswick 3 Seater Sofa

RHS x Sophie Allport

RHS x Cottage Delight Flavours from the Garden

Rocket Licensing: A sStellar LineUp of Brands

Booth A205

Rocket Licensing, a leading independent agency in the UK, showcases an impressive portfolio at BLE, including Miffy, Bing, Horrible Histories, The Elf

on the Shelf, Legendary Entertainment’s Dune and Monsterverse, Dog Man, Kodak, Amazon MGM, ESA, SuperThings, and Mrs Brown’s Boys Miffy, celebrating 70 years in 2025, launches a new CGI series with Sky holding the UK rights, and experiences strong growth in retail and collaborations. Bing, a popular preschool favorite with 10 billion YouTube views, expands its product line. Horrible Histories and Horrible Science succeed through TV, books, and live events. The Elf on the Shelf celebrates 20 years with new books expanding its magical Santaverse. Rocket highlights Dune’s upcoming film and Monsterverse projects, while Dog Man enjoys licensing growth from DreamWorks’ film. Kodak and Amazon MGM classics remain strong. ESA marks 50 years with STEM books, SuperThings gains momentum, and Mrs Brown’s Boys returns to the BBC with increasing consumer popularity.

Every year, Licensing Magazine exhibits at BLE. Come visit us to share your updates and learn about our plans for the upcoming year at our booth #E135.

Asian Streaming Content in EMEA: 2025 Trends & Insights

By Juliana Tartara, Marketing Analyst, Fabric

The EMEA streaming ecosystem has experienced steady growth in the availability and viewership of Asian content in recent years.

Over 33,000 Asian titles are now accessible across the region, covering multiple countries and genres.

Content Origin and Geographic

Distribution

India dominates Asian content supply in EMEA, with Japan, China, and South Korea following. This indicates strong

global demand for Bollywood, anime, and K-dramas.

Among EMEA countries, the ones that distribute the most Asian titles are the United Kingdom (+22K), Saudi Arabia (+13K), and Germany (+13K)

This trend highlights both the maturity of streaming in established markets and the rapid adoption in emerging

markets. Saudi Arabia stands out — 85% of households watch online content, 5% above the regional penetration and up 16% year over year —showing how increased content supply and strong streaming adoption go hand in hand.

Platforms and Business Models

Prime Video offers the largest number of Asian titles in EMEA (+7K), more than three times as many as Netflix (+2K) However, Netflix leads in original Asian content, releasing over 40 new titles in 2025 alone

Netflix’s catalogue focuses heavily on India and Japan. In October, Netflix will debut over 10 new Asian productions, including new episodes of One Piece (1999), the K-drama Typhoon Family (2025), and the Indian animated series Kurukshetra: The Great War of

FABRIC

Mahabharata (2025). Additionally, global hits like Squid Game (2021) and When Life Gives You Tangerines (2025) remain among the top five most popular Asian titles worldwide.

On the other hand, Prime Video offers a larger and more diverse catalogue, also led by India and Japan but with stronger representation from Hong Kong and China. Its original title, Dan Da Dan (Japan, 2024), ranks among the top 10 most popular Asian titles worldwide. When analyzing pricing, both Netflix ($6.22) and Prime Video ($6.42) are priced slightly below the EMEA average for ad-free subscription plans ($7.44). This competitive positioning indicates that both platforms strategically keep prices accessible to maximize reach –with Netflix using its original content to boost engagement and Prime Video relying on its larger, more diverse

catalogue to attract cost-sensitive users seeking variety. However, pricing varies significantly across EMEA. Countries like Switzerland and Denmark have some of the highest subscription costs in the region, while markets such as Nigeria and Egypt have much lower prices. This significant gap highlights how platforms are adjusting their pricing strategies to align with local purchasing power and market maturity.

Genre Preferences and Audience Behavior

Top genres for Asian content in EMEA are comedy (52%), action (47%), crime (47%), and drama (42%). Anime and K-dramas each have a moderate 11% penetration, with higher popularity in Saudi Arabia, South Africa, and Turkey. In particular, the following notes are relevant:

• Women demonstrate a stronger preference for K-dramas (14% vs. 8% for men).

• Anime appeals to a balanced audience, with a slight male bias (12.3% vs. 10.6%).

• Animation is particularly popular among women in Turkey (36%) and South Africa (45%).

The strong presence of Asian titles on Prime Video and Netflix has a direct influence on their programming strategies. The release of Asian originals on global platforms — such as When Life Gives You Tangerines (2025), The Resurrected (2025), and Good News (2025) — emphasizes their focus on local content with global potential and subscriber engagement.

MILLIMAGES

Celebrating Molang!

LM met Alexandra Algard-Mikanowski, Commercial Director at Millimages, to discuss the 10th anniversary celebrations of Molang.

This year, Molang is celebrating 10 years and is your flagship property –can you tell us its origins and how it has evolved?

Molang was created when two very different women crossed paths in 2010. Korean illustrator Hye-Ji Yoon first doodled the characters (Molang and best friend Piu Piu) as a student, and a few years later, French author and director Marie Caroline Villand fell in love with them. Marie Caroline, who works for Millimages, went on to develop and create the characters, their stories, quirks, values, and universe,

leading to the first TV season launching in November 2015. Fast forward to 2025, and we now have six seasons, two spinoffs, over 10 million followers online, and an incredible international lifestyle brand supported by licensing agents worldwide.

Why do you think it has been so successful? And what are the key milestones?

Many elements contribute to the brand’s success. The fact that Molang is gender neutral, ageless, has no nationality or cultural identity, and doesn’t even speak

a language anyone would recognize makes it quite unique and broadly relatable. Its standout qualities of kindness and empathy are values that cross all cultures and speak to our humanity. This is especially needed in today’s current political and social climate.

There have been many milestones in the evolution of Molang, which has also turned it into a viral phenomenon. We saw a huge jump in social media followers after the Covid pandemic started in 2020, and this growth has continued. With Gen Z and Millennials at the center of Molang’s online appeal, we have now gained over 10 million followers across social media platforms (YouTube, Instagram, TikTok, etc.), 34.7 billion views on GIPHY, and we are proud to have more than 80 licensees and 2,500+ products.

Molang explores many themes, and its neutral character has helped it reach a global audience. What’s next for the Molang universe?

Throughout this year, we continue

Alexandra Algard-Mikanowski

working with our partners on various 10-year celebrations. From August to October, the anniversary is celebrated in the UK at HMV thanks to bRAND-Ward, and fans can find new Molang products such as plush toys, keychains, T-shirts, and more. Looking ahead to 2026, we plan to develop even more formats for digital platforms. We are also focusing on the kidult segment in licensing by creating more lifestyle partnerships. Additionally, we are targeting key territories like the US, UK, and Spain, alongside France. And as always, promoting Molang’s core values to share a vision of a kinder world.

Overall – what is Millimages’ strategy

for the near future?

While we continue to produce traditional content for broadcasters, we are also taking a 360-degree approach to our programming across all platforms, focusing more on tailoring exclusive content to meet the specific needs of platforms like TikTok, YouTube, and others.

Please share any other key properties you will be presenting and tell us more about your L&M plans for the next 6–12 months.

Our focus remains on Molang, with new YouTube content in development and a strong retail emphasis through activations and branded corners with

our licensees. We are also preparing an exciting entertainment collaboration with another iconic license for late 2026 or early 2027; more details will be announced soon! Additionally, new projects such as Roblox and experiential initiatives are being considered to continue expanding Molang into innovative spaces.

Are there any industry trends you’d like to share?

The industry is shifting to a digital-first approach, with YouTube, TikTok, and gaming platforms like Roblox becoming key to reaching Gen Z and Millennials. Retail is also moving toward immersive activations and branded experiences. Collectibles remain a booming category and a true leader for Molang, reflecting the demand for accessible, emotional products. Above all, consumers expect authentic, value-driven brands that embody kindness, inclusivity, and wellbeing.

A quick update on your IPs’ expansion into Asia and overall strategy. Asia is a key growth market for us, with strong awareness already in Korea, Japan, and China. Our focus is on digital expansion and retail activations, especially in collectibles, fashion, and lifestyle. We aim to build long-term partnerships to strengthen Molang’s footprint across the region.

TAICCA CREATIVE CONTENT AGENCY

Creativity from Taiwan for a Global Audience

European audiences are familiar with the creative energy from Asia. Japanese manga and anime continue to attract large audiences on global streaming platforms, while K-pop and Korean webtoons have built loyal fan communities across countries.

Alongside these successes, Taiwan is emerging as the next vibrant contributor to this movement — bringing distinctive storytelling, unique design aesthetics, and strong licensing potential to the European market.

Earlier this year, Taiwan made its debut at the Bologna Licensing Trade Fair / Kids and received a positive reception from European industry professionals. This milestone introduced Taiwan’s

creative content to European partners and confirmed the market’s appetite for fresh, culturally rich IP.

The strong momentum is also exemplified by the Creative Expo Taiwan (CET), the largest creative industry event in Taiwan. The 2025 edition, which concluded in August, welcomed 650,000 visitors and generated a total transaction amount of NT$1.35 billion (around USD 44.55 million), representing a 12.5% increase from last year. The CET is equally robust in its B2B offerings, attracting nearly 180 international buyers engaging in over 1,400 business meetings — solid proof of Taiwan’s vibrant, dynamic market for IP licensing.

Storytelling Meets Innovation Taiwan’s creative properties provide a unique mix of cultural storytelling, visual innovation, and cross-market adaptability.

2025 Creative Expo Taiwan (CET)

Storytelling combined with emotional appeal: Taiwan’s IP characters boast charming personalities shaped by engaging stories and immersive worlds. They foster emotional bonds that connect with diverse audiences— families, office workers, couples— leveraging the growing wellness economy in today’s fast-paced, stressful society.

Lifestyle approach: Outstanding product development and execution transform IP into tangible lifestyle experiences. Anyone who has visited the CET can confirm this. Beyond the global blind box trend, Taiwanese brands are very innovative in creating a wide range of products for everyday life—from picnic mats and 3D-shaped transit cards to tarot decks—bringing IP into multiple scenes and moments.

Unique & distinctive design: Providing alternatives to the dominant American aesthetic, Taiwanese creators showcase a variety of art styles that stand out both on shelves and in digital spaces— from clean black-and-white line art and anime-inspired designs to soft, whimsical illustrations in the style of Jimmy Liao. Many brands also produce

short-form video content, helping their IPs go viral online.

Cross-Domain Potential: From animation and publishing to gaming, fashion, and cultural events, Taiwanese IP is ready for adaptation across various industries.

Taiwan Brands to Watch

Several Taiwanese IPs offer international development opportunities due to their design, appeal, storytelling, and transmedia development. Below, we have selected a few of them. As Licensing Magazine, we had the pleasure of attending this year’s CET, where we met in person with the licensors and designers of the captivating IPs listed below. We were impressed by the quality of the brands, from their concepts and styles to their licensing development. We are excited to share some of our favorite Taiwanese brands that are ready for a European debut.

Ugly Rabbit

Ugly Rabbit is more than just a cute character; he embodies a way of life: self-confident, genuine, and a fan of laziness. His ears are short and unlike those of typical rabbits, which is why people call him “Ugly Rabbit.” But he couldn’t care less; he actually thinks he’s cute and unique, always staying true to his belief: Wherever he goes, he carries his confidence with him!

Ugly Rabbit, which started as a LINE sticker sensation, has grown into a full IP, covering merchandise, exhibitions, pop-up stores, and many brand collaborations — over 30 partnerships across fashion, beauty, food, tech accessories, and stationery. With its signature wit and charm, Ugly Rabbit connects with audiences while creating buzz for the brand. Besides products, the character has appeared in pop-up experiences at major department stores and cultural venues across Taiwan, and teamed up with public institutions to

The matching service at CET

make traffic-safety campaigns, laborrights animations, and educational initiatives — engaging audiences through entertainment and social impact.

Kuroro Space Exploration Team

Space Cat Kuroro came from the distant planet NGC6543 (Cat’s Eye Nebula), and his alien friends he met in the universe formed the “Kuroro Space Exploration Team” and came to Earth to discover beautiful and interesting things!

Debuting at the 2016 Tokyo Gift Show, Kuroro signed a three-year endorsement deal with Tigerair Taiwan in 2017, reshaping the image of low-cost carriers with the slogan “My Travel, My Way.” In 2018, Kuroro partnered with Japanese animation company Dandelion and signed a merchandise agency deal with TXCOM in 2019. In 2022, Kuroro’s first children’s book — Kuroro Space Exploration Team — was published by Poplar in Japan, with the Thai edition released in 2024 and Korean rights sold. Incredible Cat’s Science was published in Taiwan in 2023, with a Thai edition from Nanmeebooks in 2024. A book

signing event was held at Kinokuniya in Thailand, where Kuroro also launched a limited-edition membership card and cobranded products sold across Taiwan, Japan, South Korea, Thailand, Malaysia, Singapore, and Australia, actively expanding into international markets.

My Little Boys: A-Nee-Gu

My Little Boys is based on Yi Chun LO’s essays and portrays family bonds and parental love through the perspective of a young boy, A-Nee-Gu. The 3-minute 2D animation has received over 86 nominations and awards at international film festivals, including the prestigious Zlín Film Festival for Children and Youth, Italy’s Cartoons on the Bay, and the Amsterdam KLIK Festival.

Standing out as a widely developed literary-based IP, strategic partnerships with Taiwan’s talented creative teams have allowed My Little Boys to quickly expand into comics, picture books, music videos, children’s programs, and live-action family musicals, achieving success across multiple areas. The IP also supports cultural ESG initiatives, working with 31 companies and 130 social welfare organizations.

The series has aired on Taiwanese TV and OTT platforms, as well as internationally on Korea’s CJ ENM, Hong Kong’s Now TV, Malaysia’s Astro,

Kuroro

My Little Boys

and Japan’s C-Pop TV. With a new animated series scheduled for 2026 and a feature film in progress, My Little Boys demonstrates the global potential of Taiwanese creative content.

Connect with Taiwan and beyond Taiwan’s creative influence is gaining global recognition, and initiatives like Taiwan Content Island, led by the Taiwan Creative Content Agency (TAICCA), are at the forefront of turning local intellectual properties (IPs) into international successes. This platform acts as Taiwan’s entry point to the global licensing market, providing international buyers, agents, and partners direct access to the island’s expanding pool of original content creators. Through regular participation in major industry

events such as the Bologna Licensing Trade Fair / Kids, Licensing Japan, and the Korea Character Licensing Fair — as well as regional events in Thailand and Malaysia — Taiwan Content Island demonstrates how Taiwan’s innovation resonates well beyond its borders. By connecting local characters, stories, and creative brands to global markets, the initiative boosts the visibility of Taiwanese IPs while fostering collaborations across cultural and commercial sectors.

A key strength of Taiwan Content Island is its strategic and curated method for selecting which IPs to showcase internationally. Before each global event, a review committee made up of professionals from main target markets collaborates with Taiwanese

industry experts to assess potential brands. This process ensures that the projects chosen not only highlight Taiwan’s unique creativity but also meet changing global market needs. Each IP participating in the event goes through pre-trip training, which helps creators adapt their storytelling and branding for different audiences. This careful selection and preparation process ensures that Taiwan’s showcased IPs are creatively unique, marketable, and positioned to build international partnerships.

For industry professionals looking for an immersive entry point into Taiwan’s broader content ecosystem, the annual CET is the ultimate destination, which offers a comprehensive view of Taiwan’s art, design, publishing, and licensing landscape. As part of the Expo, TAICCA hosts a specialized Buyers’ Program designed to streamline interactions between international professionals and Taiwan’s content creators. This program not only highlights emerging industry trends but also promotes meaningful exchanges that lead to future collaborations. By providing direct access to creators and encouraging cross-border networking, CET enhances the platform’s role as a launchpad for Taiwanese IPs on the global stage.

Together, Taiwan Content Island and Creative Expo Taiwan showcase how a thoughtfully designed ecosystem — built on talent, strategy, and international outreach — can turn local creativity into a global cultural force.

In this page images from CET 2025

DAEWON MEDIA

Building Korea’s Next Global Franchises

LM met Dong-Hoon Jung (DJ), CEO, and Marie Hwang (MH), VP of Business at Daewon Media, to discuss the rise of Korean brands in the global market.

Can you share more about Daewon Media’s history and vision? What mission drives the company, and how has that shaped its achievements so far?

(DJ): Our history begins with my

father, who started Daewon in 1973 and formally incorporated it in 1977. At first, we were a subcontracting studio for Japanese animation. Over time, our portfolio grew, and by the early 2000s we represented some of the world’s most iconic IPs : Crayon Shinchan, Doraemon, One Piece, as well as partners including Toei Animation, Studio Ghibli, Nintendo, Nickelodeon, Marvel, and SpongeBob. By then, we had outgrown our original subcontracting model and become Korea’s leading licensing company.

When I became CEO in 2018, I realized the company needed a new mission and vision. Our success pushed us to evolve from licensing agent and service provider into a “total solution company”: originating, managing, and expanding IPs with the potential to become multigenerational global franchises. At the same time, I recognized that through our

Marie Hwang

Dong-Hoon Jung

wide presence across many layers of people’s lives, we have a responsibility to contribute to happiness, delivering joy and meaning through all the mediums of our ecosystem: content, publishing, products, and live experiences.

South Korea has become a global leader in culture, entertainment, and technology. From your perspective, what steps should a Korean company take to succeed internationally, and how is Daewon approaching this challenge?

(DJ): Korea’s rise came from unique circumstances: we had to rebuild quickly after the Korean War, we benefitted from geographic proximity to many countries, and we developed a culture of agility and outward ambition. These factors led to the global reach of K-Culture. But the fast-follower model has limits. We can no longer simply emulate others; we must develop original ideas and sustainable strengths of our own. At Daewon, our role has shifted. From a local studio, to a licensing powerhouse, we are now positioning ourselves as a global IP and franchise development studio. We take inspiration from Disney’s 360° model, where IPs expand across film, TV, publishing, consumer products, and experiences to become franchises. But we also recognize that very few companies can replicate it at scale. For us, the key is to be strategic and selective, choosing IPs with the DNA to sustain that kind of ecosystem

When expanding internationally, companies often face cultural and operational challenges. What lessons have you drawn from Korea and Japan, and how do these shape Daewon’s own approach?

(DJ): Korea excels at speed of execution, but I worry about the risk of fads : what if K-Pop’s global wave proves temporary? Japan, by contrast, has shown remarkable staying power,

grounded in their deep history of craftsmanship. Their large domestic market allowed them to nurture depth

before expanding abroad, reinforcing a deeply rooted identity and core values. In a perfect world, I would like to find a balance between Korea’s agility and Japan’s discipline to build franchises that can endure the test of time.

What obstacles have you faced in taking Korean IPs to global markets, and what lessons did you learn from past projects?

(DJ): In the past, we had one project called Noonbory and the Super Seven where we and our Western partners pulled in different directions. Trying to reach consensus on everything, the final result ended up diluted, appealing to no specific audience. That taught me that identifying the strengths of each partner and clearly defining expectations is essential.

(MH): Our upcoming project Armorsaurs is a clear example of our evolution. We partnered with MGA, a leader in toys expanding into content, and Disney, our business role model for turning IPs into global franchises. That complementarity is what makes this collaboration work, and it’s the type of partnership we aim to replicate more and more.

Defining intellectual property that resonates globally can be complex. How do you ensure Daewon’s IP has long-term value across cultures? (MH): For us, the benchmark is evergreen properties: IPs and franchises strong enough to endure across generations. Doraemon, Peanuts, and SpongeBob have thrived for 20–25 years because their storytelling continues to resonate with new audiences. That’s the standard we measure ourselves against. Fortunately, the success of K-Pop Demon Hunters showed that Korean culture is no longer niche. It has become mainstream worldwide. Audiences today are already familiar with Korean aesthetics and storytelling, which means we don’t need to spend as much effort

About Daewon Media

writers and creators. By bringing together perspectives from Korea, Japan, the U.S., and Europe, we can create authentic, accessible characters and compelling storylines with the durability and emotional reach to cross borders and generations.

Looking ahead, how do you measure success beyond revenue or market share, and what next steps will define Daewon’s global journey?

(DJ): Our next stage is to prove that we can originate global franchises, not only manage them. That requires patience, strategic investment, and the discipline

explaining cultural context. Instead, we can focus on building stories that are universally engaging while keeping our Korean identity intact.

To do this, we are expanding beyond the traditional in-house model and developing a pool of international

Daewon Media is a publicly traded company and one of South Korea’s largest cultural content and media groups. Founded in late 1973 as an animation studio, Daewon built strong relationships with leading Japanese and American partners and has since expanded into a fully integrated licensing and content powerhouse with divisions spanning animation production, publishing companies, broadcasting channels, live events, retail stores, toys, video games, food & beverages, and trading card games. For over 50 years, Daewon has collaborated with the world’s most prestigious brands and studios—including Marvel, Studio Ghibli, Nintendo, One Piece, Crayon Shin-chan, Doraemon, SpongeBob, and many others, developing businesses across Asia and beyond. Today, Daewon is focused on building its own original global franchises. The coproduction of Armorsaurs with MGA Entertainment and Disney marks a major step in this new direction.

to pursue 360° expansion selectively, where the IP justifies it.

(MH): We recently launched a Global Franchise unit, dedicated to developing and shaping IPs with the potential to become international franchises. Through this new division, we’re not only driving our own portfolio of IPs, but also opening preliminary discussions with potential overseas partners.

Our slate of projects includes:

• Armorsaurs, our co-production with MGA, launching in October 2025 on Disney XD and February 2026 on Disney+.

• Muzik Tiger, a successful character license in Asia, preparing for Western launch in 2026.

• Dark Lady, a hit Korean novel and webtoon we are developing into a global fantasy franchise.

These projects mark Daewon’s evolution from Korea’s leading licensing company to an originator of globally scalable franchises. And as our new unit expands, we welcome collaborations with partners who share this vision.

Marie Hwang at Daewon Media Offices

A Look Back at the 2025 ACE Fair

The 2025 Asia Content & Entertainment Fair in Gwangju (ACE Fair), Korea’s largest comprehensive cultural content exhibition, successfully concluded after four busy days of international business exchange and enthusiastic public involvement.

Celebrating its 20th anniversary, this year’s ACE Fair was held from August 28 to 31 at the Kimdaejung Convention Center under the theme “Invitation from Gwangju: Beyond the Paradigm.” The event combined tradition and innovation across broadcasting, OTT, animation, games, XR, and VR, attracting 400 companies and over 200 buyers from 33 countries—making it the largest edition so far.

The fair produced tangible results, including 1,523 B2B consultations, 45 MOUs, and contracts totalling about $10.67 million, strengthening its role as a gateway to the global market. Notably, the newly launched Investment Consultation Program gained attention, with 12 global VC and AC firms supporting content companies in securing funding and expanding overseas.

The exhibition content was carefully

curated. The ACE Fair Theme Pavilion offered a look into the past twenty years of Gwangju’s content industry, while zones dedicated to character and animation, broadcasting and webtoons, digital content, and XR experiences received strong praise from visitors. A rich lineup of side events further enhanced the fair’s appeal. These included: a workshop to strengthen

public promotion capabilities; the Gwangju International ACE Illustration Fair; the K-Content Academy Forum; Creator and YouTuber seminars with live drawing sessions; a cosplay competition; a rich goods market.

Among these, the Illustration Fair stood out as a highlight. Director Jang Seongho of the hit animation King of Kings and MindC, creator of the popular webtoon  Will You Marry Me, both Gwangju natives, shared behind-the-scenes stories and creative insights. Their sessions drew broad participation from aspiring young creators and general audiences alike.

To welcome international buyers and citizens, immersive programs were also offered. In celebration of “Visit Gwangju Year,” the fair introduced a  Business + Leisure (Bleisure) Tour, blending business with leisure and culture. This initiative showcased Gwangju’s charm and hinted at the potential of a new kind of integrated festival—where business, travel, and celebration converge.

As ACE Fair continues to evolve, its 20th anniversary edition reaffirmed Gwangju’s position as a dynamic hub for content innovation and global exchange.

Gwangju Mayor and Overseas VIP guests

An image from ACE Fair 2025

Bleisure Tour

The Rising Appeal of Korean Brands

Last summer, LM attended two major Korean trade shows, the Characters & Licensing Show in July and ACE Fair in August, to discover what’s new from this region.

What we immediately noticed is the growing popularity of several Korean IPs in the international market, especially in the US and Europe. Primarily characterdriven, many of them become iconic and succeed in crossing national boundaries. Below, we have a small selection of some brand owners we met during our visits.

DAKKI STUDIO

DAKKI STUDIO, a rising South Korean character IP brand, is gaining attention as a new-generation icon that represents the emotions of today’s youth. Its flagship characters are Dakki and Dayogi, Dakki embodies the exhaustion and candid frustrations of daily life, while Dayogi, a carrot-shaped “vent doll,” absorbs negative feelings and provides comfort. Together, they appeal strongly to the MZ generation by blending memeinspired social media content with physical plush toys.

The studio has already been recognized for its growth potential by being selected for the Character Licensing Fair Rookie Project, receiving domestic and international support grants, and registering trademarks in China. Meanwhile, its Instagram channel (@all31dakki) has garnered hundreds of thousands of views, showing its global reach and attracting buyers from multiple countries.

Soonori Studio

Soonori Studio began in 2017 as an embroidery workshop, embodying the idea of “play with hands,” and has continued to offer embroidery classes and creative projects since then. Since 2023, they have been transforming embroidered bears and animals into

Dakki and Dayogi

characters, launching a new line of character-based content.

Their main character, Noribear, is a short-tailed squirrel who chose to become a bear. Alongside him is Rabbiboni, a bright and lively friend who loves ribbons, and together they share stories that celebrate respecting differences.

The world of Noribear and Rabbiboni offers small moments of courage for

Noribear

modern people who rarely take time to reflect on themselves, inspiring them to rediscover their own authenticity.

Studio Origin

Founded in 2020 by Jang Hangsoo, the creative force behind Kakao Friends, Studio Origin has quickly become a leading character IP company, rooted in Korean aesthetics and driven by international ambitions. With a strong

emphasis on social media storytelling, the studio has established globally recognized brands including ZIZONE, Banggri, and PINK & VEN. ZIZONE, featuring the quirky duo of a lazy cat and mouse roommate, has gained popularity among Gen Z and millennials, leading to collaborations with brands like WEGO in Japan and Gentle Woman in Thailand. Banggri, launched in 2024, has gone viral on TikTok and Instagram with its breadshaped dog characters, reaching 2.7 million fans worldwide and securing licensing deals across Asia. Meanwhile, PINK & VEN shares a heartfelt 3D love story of a bunny and a bear with fans both online and offline.

Hard Coders

Founded in 2024 under Kongju National University’s Game Design Department, Hard Coders is an indie game development team based in Korea. Leading the team is Taeseo Kwon, Founder and Creative Director, whose expertise in multiplayer network programming and award-winning projects drive Hard Coders’ focus on originality and global appeal. Their latest title, SEMO, is a 4-player cooperative hardcore platformer where players

melted or crushed, now take center stage to showcase their sweetness and personality. Karamel Studio’s unique storytelling delivers warmth and delight through endearing caramel-themed creations, targeting audiences who seek both entertainment and comfort.

Gaeguneez

Gaeguneez is a vibrant character IP from South Korea, centered around a unique story of six frogs transformed by alien experiments to highlight ecological themes through playful narratives. Founded with the motto “Small Hops, Big Changes,” Gaeguneez blends charming character traits with

Karamel Studio

navigate a colorful, geometric world through teamwork and physics-based challenges. Designed to be accessible for casual players and boasting strong licensing potential, SEMO is set to debut on Steam in 2025, accompanied by ambitious plans for global expansion.

Karamel Studio

Karamel Studio brings joy, “as sweet as caramel.” The studio celebrates the charm of small caramel blocks, which symbolize everyday joy often overlooked. These characters, once

a powerful backstory, emphasizing issues like pollution and resilience. Since its launch, the IP has reached notable milestones, including soldout NFT releases, an expanding Web3 community, and successful entries into various licensing categories such as animation, snacks, food, and apparel. The brand’s strategic presence at global licensing and content expos, along with partnerships in China and Southeast Asia, positions Gaeguneez for ongoing international growth in IP-based content development and merchandising.

Connecting Korea and Europe

LM interviewed June J. Lee, CEO of Uni Consulting, to discuss the importance of promoting Korean brands internationally and the ongoing effort to bridge Asian and international markets.

June J. Lee

Can you tell us more about your agency and the brands you represent?

UNI Consulting was founded based on my 16 years of experience leading international business at ROI Visual, creator of Robocar POLI. We support emerging IP owners and partners aiming to expand internationally. Starting with media distribution in 2025, we are preparing to expand into licensing and merchandising in 2026. We also offer free consulting to Korean studios looking to enter global markets.

Why is it important to connect the Korean and international markets?

When I joined the industry in 2009, introducing Robocar POLI meant explaining Korea first. Today, thanks to the global success of K-pop, films like Parasite, and Korean dramas, Korea is recognized as the center of K-culture and a key test market for Asia. Along with cultural exports like food, this has positioned Korea as a bridge between Asian and global markets.

How are the Korean properties you represent perceived internationally?

The Korean early childhood market has contracted post-COVID, and only well-known IPs like Robocar POLI and Pinkfong have achieved notable global success. Robocar POLI was created with international audiences in mind from the beginning, from character names to settings, which helped it connect emotionally across countries. Likewise, K-pop and K-food, although deeply rooted in local culture, have been successfully adapted for global audiences, demonstrating that authentic Korean culture can flourish worldwide.

Which international properties are you bringing to the Korean market?

In 2025 and 2026, we are focusing on introducing BING and the Mother

Robocar POLI

Robocar POLI returned this spring with new seasons in 11 countries and a sold-out toy launch relay, confirming its global reach. Highlights include Gulli Tour in France, school tours in Thailand and Indonesia, UK and US broadcasts, and upcoming market trials in Japan and Canada. New licensed products are set to debut in 2026, further reinforcing their educational and cultural impact.

Mother Goose Club: Bringing World-Class English Learning to Asia

Mother Goose Club, the awardwinning preschool series that debuted on YouTube in 2009, has evolved into a global brand with over 10 channels, available on Netflix, Amazon, and PBS, as well as 2 million Spotify listeners and 34 albums. Now, Mother Goose Club in Korea is making its debut in Asia, establishing itself as a leading force in English education.

Goose Club to Korea. Our goal is to offer content that fosters development while remaining fun and engaging.

China’s Licensing Industry Report 2025: Gen Z Drives an IP Revolution

In 2025, China’s licensing industry is at a crucial point for both cultural innovation and commercial growth, as the market incorporates more diverse intellectual property (IP) categories and channels than ever before.

The annual China Licensing Industry Report, compiled by the China National Light Industry Council and Licensing Council of China, now in its ninth edition, remains the world’s only comprehensive analysis of the country’s licensing landscape—offering essential guidance for policymakers, business strategists, and brand managers.

Industry Growth and Economic Impact

The licensing sector’s influence on national consumption has sharply increased, driven by government

Animation Characters

Heritage, Arts and Culture

Fashion Brands

Videogames

Entertainment (Movies and TV)

Sport

Books

promotion efforts including the “Year of Consumption Promotion” and the ongoing 14th Five-Year Plan. In 2024, total retail sales of licensed products soared to RMB155.09 billion, a strong 10.7% year-on-year rise, while royalty collections reached RMB5.99 billion (up 9.4%). With 664 registered licensors—a modest but notable 1.4% annual increase—China’s market remains both stable and growing, now licensing 2,758 different IPs. Geographical concentration remains significant: Shanghai tops the list with 201 licensors, followed by Beijing (149) and Guangdong (147), together making up nearly three quarters of all national licensors. Zhejiang is also emerging as an important market, although its growth rate has slowed.

In this article images from the 2024 edition of the China Licensing Expo

IP Origins and Categories

Domestic creativity is growing rapidly. IPs from mainland China now account for 36.4% of all licensed IPs—an increase of nearly 3 percentage points— while U.S. (28.4%) and Japanese (11.5%) IPs remain strong. The rising “Goods Economy”—characterized by explosive sales events and pop-up stores—has especially boosted original IPs from China and Japan.

Cartoon and animation IPs maintain a 27.8% market share, but their growth slows as video games become the fastest-growing category, increasing by 5.4 percentage points. In 2024, most new IP portfolios are heavily focused on animation (64.6%), followed by art and culture (10.1%) and movies/TV (10.1%).

Consumer Trends: The Rise of Gen Z

China’s Gen Z (ages 19–35) makes up 70.1% of IP buyers, combining teenagers and young adults with strong disposable income. The market for licensed products is broadening at both ends—youngest consumers still prefer classic animation, while adults and seniors enjoy sophisticated art collectibles and lifestyle IPs. Consumer motives vary: “General consumers” make random purchases or buy for their children, mainly motivated by aesthetic appeal, scarcity, and positive educational values. “IP enthusiasts,” about half of the market, focus on emotional connection, social status, and a deep love for favorite IPs—sometimes using IPs as social currency or even pet substitutes.

Main Licensing Models and Collaboration Strategies

Merchandising licensing remains dominant (60.2% in 2024), while collaborative brand crossovers (29.5%) and location-based entertainment

Infants (0-3 y.o.)

Children (4-12 y.o.)

Teenagers (13-18 y.o.)

Youth (19-35 y.o.)

Middle-aged and Above (+35 y.o.)

The China Licensing Expo (CLE)

licensing (5.9%) continue to grow. Promotional campaigns and virtual avatar licensing now integrate smoothly with real-world activations, targeting Gen Z’s craving for immersive, emotional experiences.

Licensing agreements usually last two to three years (57.9%), supported by minimum guarantees and overpayments—ensuring stability and mutually beneficial incentives for licensors and licensees.

Licensee Industries and Performance Benchmarks Licensees tend to cluster in toys/ non-video games (18.3%), apparel/ accessories (16.8%), and food/beverage (11.4%). The toy segment, for example, shows increasing maturity: 28.1% of toy companies have six to ten years of licensing experience, with 42.1% generating over 51% of their sales from licensed products. Multi-IP strategies are popular. In 2024, 55.1% of licensees worked with one or two IPs, and the number of large companies working

The 18th China Licensing Expo (CLE) takes place in October 15–17 at the Shanghai New International Expo Center, bringing together more than 2,600 IPs from leading global and domestic companies across a record 65,000 sqm of exhibition space. Organized by the Licensing Council of China, this landmark event is set to welcome over 100,000 professional visitors, offering a top platform for exploring trends, sharing resources, and fostering cross-border cooperation. With international pavilions from Japan, Korea, Taiwan, Macao, and Europe, CLE emphasizes its role as a hub for global licensing exchanges. Seven themed IP zones—from gaming and trendy toys to art, museums, and cultural heritage— create immersive showcases, while the concurrent Shanghai International IP Quality Life Festival highlights IP’s integration into consumer lifestyles. With over 40 targeted industry matchmaking meetings and nearly 100 activities during China Licensing Week, CLE consolidates its position as a key stage worldwide for IP dialogue and innovation.

Licensing Development according to Age Groups

with ten or more IPs increased by 1%—highlighting adaptability and responsiveness to changing consumer preferences. Licensees overwhelmingly report positive revenue impacts from IP licensing: 22.7% saw sales double, and more than half experienced growth between 1% and 49%.

Consumer Behavior: Insights from IP Enthusiasts and General Buyers

Gen Z consumers show high awareness, mainly influenced by cartoons & animation, video games, art toys, and trending sticker IPs like Chiikawa and Line Puppy. Disney remains the standout property, while POP MART’s brand surpasses recognition of its individual IPs—except among art toy enthusiasts. General consumers spend less than 10% of their income on licensed goods, while IP enthusiasts spend even more and are likely to increase their budgets. Product design, emotional connection, and the IP’s story drive purchase intent. Scarcity and exclusivity are especially valued.

Toy Accessories

Food & Beverage

Gifts

Products for Children

Stationery

Home Textile

Health and Beauty

Eletronics

Fashion

Channels for Awareness and Purchase

Official we-media channels and IP stores serve as the main sources of information (29.1%), followed by livestreams and e-commerce platforms (19.7%). High-profile exhibitions, media coverage, and influencer buzz further highlight the vital role of social networks in shaping consumer awareness and influencing purchase decisions. Short video and streaming platforms—Douyin (TikTok China), WeChat, and Weibo— dominate both content discovery and user-generated content sharing among young buyers, with Bilibili and iQiyi being key for video content, and emerging sites like qimao.com and jjwxc.net serving as hubs for literature-based IP communities.

Toy

Children’s Products

Software/App/Mobile Games

Hotel Clothing

Educational

Health & Beauty

Retail

Food ingredients

Home Furnishing

Licensees in China

Audiovisual

Japanese Art

Gifts and Souvenir

Publishing

Dining

Other

Stationery

Good wishes Products

Supermarket Convenience Store

Licensed Products in China

Case Studies in Licensing Success: Toy and Art Toy Leaders

Leading toy licensees such as AOGER (plush toys), KEEPPLEY (building blocks), and Jandoon (DIY) demonstrate how diverse IP portfolios and strong collaborations with licensors like Disney and Ultraman boost sales and build

The First International Delegation to Visit Asia’s Largest Licensing Trae Show

Eleven distinguished industry professionals from Europe, the Middle East, and the U.S. will participate at the China Licensing Expo, as part of the International Delegation organised by Licensing Magazine on behalf of the China Licensing Expo.. For many, this will be their first visit to the flagship Asian licensing event, the very platform where global successes like Labubu first took their steps before becoming international phenomena.

As Asian content and brands become more influential in Europe and the U.S., many international companies are eager to explore opportunities in China, Korea, and Japan. Attending CLE provides an important chance to connect with new partners and learn about one of the world’s most dynamic markets.

Licensing Magazine has always aimed to stay ahead of industry trends. By forming this delegation, we strengthen the connection between East and West, promote dialogue, and create new business opportunities. The delegation includes prominent professionals such as Joachim Knödler (Studio 100 International), Nithin Karla (Level Up Brands), Sally Connolly (Napa Valley Toys USA), Elaine Carovilla (Partners at Play Group), Paul Black (The Bright Agency), Maria Frangieh (Kids Entertainment), Elisabetta Insile and Fulvio Fantino (Cicaboom), Raffaella Carrese (Stock Napoli), Jeff Pryor (Priority Public Relations), Pally Mattu (Fashions UK).

brand loyalty. Innovative strategies include scenario-based storytelling, integrated marketing resources, and immersive event rollouts that increase engagement.

Art toy giants such as Pop Mart, 52TOYS, and SoapStudio thrive by blending artist-driven IPs with wellknown international and domestic themes, leveraging strategic crossovers and pop-up campaigns with brands in fashion, gaming, and museum art. Pop Mart alone collaborated with 87 IPs in 2024, with retail sales for licensed goods reaching RMB695 million in the first half of the year.

Challenges and Recommendations

Licensors and licensees both face challenges: finding high-quality partners, lacking effective matchmaking channels, and the need for real-time communication and compliance in cross-border collaborations. Experts recommend enhanced digital platforms, vertical databases, industry expos, efficient compliance workflows, and capacity-building for licensees—all aimed at streamlining matching, cocreating value, and maximizing rights protection.

Come to visit Licensing Magazine booth W2F17 at the China Licensing Expo and discover our new plans to network Asian with International professionals!

Bridging Asia and Europe

According to Ampere Analytics, the top genres on APAC SVODs remain romance, drama, and crime & thriller, with over 50% of such content originating from the region. This also applies to children & family, and comedy.

As new business models to engage audiences emerge, the area of branded entertainment seems to be thriving in various markets. This observation aligns with the trend in co-production. Research firm, Glance, noted that 1H 2025 experienced the highest number of co-productions in both original and adapted content since 2022, with entertainment nearly doubling compared to 2024.

The relentless consumption of content across Asia has been fertile ground for the new and perceptive. While microdramas have had their wheels turning for a few years, 2025 is set to be pivotal for this trend that has become a global obsession.

ATF Market

The ATF Market is an international event featuring diverse content and attendees from over 60 countries and regions. Feature films have become a prominent genre that a significant percentage of registered buyers aim to acquire, with

many noting that the demand surpasses that for series. Micro-dramas and miniseries, along with co-productions, are also increasingly popular among registrants’ top priorities.

ATF Leaders Dialogue

The Leaders Dialogue reflects Asia’s triumphs while discussing strategies needed to advance businesses — FAST, micro-drama, and telcos focusing on increasing their non-connectivity revenues.

Sessions also feature platform dynamos and leaders from successful markets. The lineup continues to expand in the financing segment as the industry

advances toward more non-traditional financing for most projects.

Conference, Pitches, InDevelopment, and Showcases

ATF 2025 has curated exclusive analyst sessions that focus on Scripted, Unscripted, Coproduction, Anime, and Kids.

With a more intimate setup, the in-development sessions running parallel to the main stage program will cover Masterclasses in micro-drama, financing, production, and monetisation. The Animation Pitch brings Asia and Europe together, while the Mediacorp Co-production Pitch re-focuses on collaboration. The IP Accelerator highlights projects across genres and IPs, while the Horror Pitch with EST N8 continues its search to be haunted by great tales from Asia.

Now in its 26th edition, ATF has matured alongside Asia’s rise on the global entertainment content stage, establishing itself as Asia’s must-attend entertainment event.

In this page images from ATF 2024

The IPs, Channels and Products Capturing Gen Z and Gen Alpha Audiences

By The Insights Family

Properties that originated before 2000 make up the bulk of what’s performing best across age groups and regions. Our data, collected from kids aged 6-12 across the Americas, EMEA, and APAC, shows that around two-thirds of the 50 most popular IPs originated before the millennium.

Breakthrough is Still Possible

While the bar is high for new IPs, a breakthrough is still possible. Bluey is a prime example. Though it began in preschool, its emotional tone, family dynamics, and quiet humour have helped it resonate well beyond its core age group.

Gabby’s Dollhouse follows a similar path. These brands connect because they reflect how kids and families are actually feeling right now, offering reassurance and imagination.

Both also show that trust with parents and emotional connection with kids

is key to growth. They build familiarity across streaming, gaming, live events, and selected consumer products. That layered approach takes time, but it’s how new brands become household names.

Local Power, Global Reach

Few recent IPs make it into the top ten across global regions. Kids typically lock into three or four favourite brands, and it takes a lot to displace them but those that do are often homegrown favourites. In APAC, local IPs like Chhota Bheem, and Doraemon stand out. These properties succeed by reflecting values, storytelling styles, and humour that resonate with local audiences.

At the same time, global brands are becoming more intentional about adapting to local cultures. For example, every year, Hasbro releases Lunar New Yearthemed Magic: The Gathering cards exclusively in select APAC markets, tailoring the global property to regional traditions. Similarly, The Pokémon Company International announced in March of this year that the Pokémon Trading Card Game is available in Latin American

Spanish for the first time, further localising the franchise to better connect with audiences in the region.

Kids today don’t see borders in the same way earlier generations did. A brand that connects deeply in one region can now scale quickly when it hits the right cultural notes elsewhere. This pattern will only accelerate as Generation Beta comes of age.

The IPs Gaining Momentum Now

Among the fastest-growing IPs for 6-12-year-olds in recent years - outside of Bluey - many of the strongest performing characters are linked to theatrical releases.

Sonic stands out across all three regions. While the recency of Sonic the Hedgehog 3 may have played a role, the brand is also benefiting from today’s Millennial parents, many of whom grew up playing the video game, introducing it to their kids. Character spin-offs like Tails and Knuckles help also to expand its relevance with younger fans.

In APAC, NeZha and One Piece have gained visibility through partnerships with Netflix and LEGO, building on the region’s strong anime culture and broader themes of empowerment. Meanwhile, Superman, first introduced in 1938, continues to attract new audiences well into its sixth generation of fandom in the Americas. Its latest theatrical release last month will only strengthen that legacy.

Where Kids Engage and What Licensed Products They Want to Buy

What’s just as important as the IP itself is where kids encounter it, and that tends to be through fast, accessible platforms. YouTube leads, with 48% in the Americas, 44% in APAC and 42% in EMEA using it to connect with their favourite character. Streaming platforms follow closely, at 45%, 32% and 29% re-

spectively.

In EMEA and the Americas, playing video games is now one of the top three ways kids engage with characters. In fact, in EMEA, gaming is now just as popular as streaming at 29%. In APAC, traditional TV still holds influence at 26%, compared with just 22% in the Americas and 15% in EMEA.

When it comes to what kids want to buy, demand for licensed products is strongest in the toys and games category among 6-12 year olds. Almost 1 in 4 kids globally are likely to purchase toys or games linked to their favourite characters with demand strongest in the Americas. This is followed by clothing and accessories, with 1 in 5 reporting purchase intent across the three regions. Merchandise strategies should prioritise these categories, but there’s also room to grow. More than 1 in 10 kids express interest in books or magazines and character-themed stationary, stickers or posters, suggesting opportunities for

more storytelling-led products and backto-school lines that align with popular IPs.

Everyday Moments Matter

IPs grow through the everyday moments that matter to kids. A character might first be discovered in a game, then again on a lunchbox, worn on a hoodie, or shared in a meme. These experiences layer over time, shaping how kids form attachment, identity, and routine around the IPs they love.

To Learn More…

Scan the QR code to download Power Moves in Licensing 2025, the first study of its kind to deliver in-depth, data-led analysis of brand licensing in the kids’ and teens’ space or visit: pages.theinsightsfamily. com/download-licensingreport-2025

To learn more, visit theinsightsfamily.com.

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We are preparing to deliver an even broader range of communication and promotional opportunities in 2026, from exclusive industry insights on the hottest trends to in-depth coverage of the most important events worldwide. Our content will also feature unique, tailor-made stories designed to keep you at the forefront of the licensing industry.

The next issue of Licensing Magazine will debut at Nuremberg Toy Fair 2026.

Contact us at info@brands-media.com to discover how you can be part of the Licensing Magazine Media System in 2026.