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Come be inspired at booth #c204 Annalisa Woods Commercial Director aw@inkgrp.com

Claus Tømming Managing Partner ct@inkgrp.com

licensing T O D A Y

W O R L D W I D E

Regulars

June 2017

the team Director Mark Naish Mark@lemapublishing.co.uk

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The Leader

6

News

7

NEW! 3 in 3 with…

Diageo’s Senior Licensing Manager, Shane Grogan

11

NEW! The BIG Question

12

Movie News all the latest from the big screen

14

NEW! Let’s Talk…

Music collaborations

16

Licensing Talk

18

Strictly Speaking with… eOne’s Head of UK Licensing Katie Rollings

Group Editor Mirella Anstey mirella@lemapublishing.co.uk

Editor Mairead Wilmot mairead@lemapublishing.co.uk

58 Brand Decisions The Deal Factory’s Bettina Koeckler looks at the power of a great deal

Features

Writer Rhys Thomas rhys@lemapublishing.co.uk

Group Advertising Manager Ryan Horwood ryan@lemapublishing.co.uk

p62

Media Solutions Manager

22 Licensing Expo 2017 Preview The exhibitors, the licenses, the brands – everything you need to know ahead of the definitive annual licensing event 46 Heritage LTW takes a look at this ever-evolving sector where partnerships make the old new

Special Reports

John Barry johnb@lemapublishing.co.uk

20 Masha and the Bear This global phenomenon from Animaccord has taken the world by storm, and it continues to grow. LTW takes a closer look

Production Director

42 Pusheen Fluid World talk us through the world’s favourite cat, Pusheen!

Paul Naish paul@lemapublishing.co.uk

P22

44 Power Brand The Kardashians: LTW explores what makes these reality stars such a force to be reckoned with

P46 52 Interview Finsbury Food’s Marketing Manager Daryl Newlands tells us why they are at the fore of licensed cakes 55 Mondo TV Matteo Corradi, CEO of Mondo TV gives LTW the lowdown on what is making the company tick right now 56 Film Focus Rich Barnes, MD of Partnerships at Brand & Deliver, shares his all-time favourite film partnerships

P45

45 I n focus: Rubik’s LTW explores how The Smiley Company is bringing the Rubik’s brand even further into the consumer’s psyche

P20 Lema Publishing Ltd

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Telephone: +44 (0) 1442 289930

www.ltwmag.com The views of the contributors expressed in this journal are not necessarily those of the publisher.

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We explore Masha and the Bear’s prevalence on page 20

PUBLISHING

Also published by Lema Publishing

Leader Mirella Anstey

$

A hot tip in the licensing world right now is pointing 251 billion dollars — that’s a lot of towards a lazy fat cat — no, we aren’t talking big cash, right?! That figure is what LIMA bonus bankers here — but Pusheen! A lovable and suggested in 2016 was brought in at tubby cat who loves a cookie… or a muffin… or just retail by licensed products globally. So it about anything delicious, actually! This lovable cat is little wonder that the upcoming Licensing Expo started life on the internet about seven years ago in Las Vegas (23-25 May 2017) is the most eagerly and claimed a firm following of feline fans who anticipated trade show for our business. It’s a lot adored its funny and very quirky view on life. The of hoopla for a lot of something — namely 251 numbers continued to grow and grow until one fine very big ones! day things exploded — Facebook contacted creator When you factor in enormous entertainment Claire Belton and suggested that users use Pusheen properties such as Pokémon, Star Wars and PAW as Facebook Stickers — and the rest is history…sort Patrol, as well as lifestyle icons like Playboy, Chupa of. There is a lot more on the horizon for this cheeky Chups and Jack Daniels — you know there is a lot and chubby kitty — with retailers such as Claire’s of business to discuss in those few short days at the Accessories and John Lewis going nuts for Mandalay Bay Hotel, right? products by Gund, Blueprint and Boomf to And let’s face it, those brands name a few. To get you up to speed with are just a drop in the ocean When you Pusheen and its world, we sit down with — there are thousands of factor in enormous Andrew Lane, CEO of Pusheen’s licensing brands and opportunities to entertainment agent, Fluid World to get to grips on the discuss. phenomenon and what more opportunities So, to help you navigate properties such as there are for licensees and retailers with the a huge and spectacular Pokémon, Star brand. show, please make sure you Wars and PAW Also, don’t miss our catch up with Finsbury catch up with our preview Foods’ Marketing Manager Daryl Newlands on — starting on page 22 — to Patrol... you know page 52 — the company provides 65 per cent ensure you are on top of there is a lot of of all licensed cakes to the UK market — they who to see and where to find business to discuss know a lot about baking and brands! them.

And I would urge you all to take a good One brand exhibiting at look at out Heritage feature — this beautiful Expo is Animaccord’s Masha and blossoming sector of the and the Bear. We give you market is proving a real a snapshot of the hot hit at the tills and is producing property which is dominating some beautiful and very pre-schoolers’ (and quite a bit covetable products! older too) viewing time. To find And now, all that is left to out more about the show that say is, see you in Vegas! has been watched on YouTube more than 22 billion (yes, I know) times, read our feature on page 20.

SEGA are our front cover stars this issue and they too can be found at the Licensing Expo (booth C124) ready to clue us up on all the forthcoming and exciting news heading our way from Sonic — the coming 18 months are set to be very big and very important for that much-loved and wellestablished hedgehog, so be sure to hit the SEGA team’s stand to find out how it can enhance your business.

“

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Spring 2014

If you would like to subscribe to any of our other market leading titles please call Robert Thomas on 01442 289930 or email your request to robert@lemapublishing. co.uk

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SEGA will be in Vegas on Stand C124

You’ll find our focus on Heritage brands on page 46

We find out more about Pusheen on page 42

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LTW NEWS

“Warner Bros. World Abu Dhabi will be a state-of-the-art themed experience that authentically brings some of the studio’s most iconic characters and stories to life under one roof for the first time in the Middle East. We have been closely collaborating with our partners at Miral to faithfully construct immersive worlds that resonate with precise details and are thrilled to share these unique experiences with fans next year.”

Pam Lifford, President, Warner Bros. Consumer Products on the recent unveiling of Warner Bros. World Abu Dhabi - a new family attraction set to open in 2018 on Yas Island. Developer Miral announced it will feature six immersive worlds inlcuding Metropolis and Gotham City, inspired by the universe of DC Super Heroes and Super-Villains; Cartoon Junction, Bedrock, and Dynamite Gulch, all themed after iconic animated brands such as Looney Tunes and Hanna-Barbera. Meanwhile, Warner Bros. Plaza is where Old Hollywood will be celebrated.

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Hobbs and Historic Royal Palaces are continuing their partnership with a SS17 fashion and accessories collection.

The collection is inspired by a new exhibition at Kensington Palace called ‘Enlightened Princesses: Caroline, Augusta, Charlotte and the Shaping of the Modern World’.

Disney UK honoured some of its key licensees at a gala charity dinner recently.

More than 500 licensees, retailers and partners attended the event which was held in support of Great Ormond Street Hospital Children’s Charity and GroceryAid and hosted by actor Warwick Davis.

Mike Stagg, Senior Vice President and General Manager for Retail, UK and Ireland said: “We look forward to continuing to work closely with our licensees, retailers and partners to develop new and exciting products and campaigns that engage consumers of all ages and extend the storytelling of our popular franchises.” A number of awards were presented and the winners are: Best Disney Product 2016 Disney MiniFigures - LEGO Best Pixar Product 2016 Finding Dory Home Learning Range - Scholastic Best Star Wars Product 2016 Chewbacca mask – Hasbro Best Marvel Product 2016 Men’s Baselayer Range - Sondico by Smith & Brooks

Floral

fancy

Disney honours licensees at gala

It’s Friday, every day!

TGI Fridays is bringing meat to market. The restaurant chain is expanding its licensing programme — focusing on key territories such as the UK, Australia, Taiwan and South Korea. Already Tulip, one of Britain’s leading food companies, has launched a range of slow cooked meats in approximately 300 Morrisons stores across the UK. A gifting range developed by IG Design Group is scheduled to hit shelves for Christmas 2017.

Chris Phylactou, Senior Director Global Licensing, Strategic Sourcing & Brand Protection for TGI Fridays says the company is thrilled with the expansion.

Most Innovative Product 2016 Star Wars Drones - Propel Best integrated Partner Campaign 2016 Comparethemarket.com Most Innovative Marketing Campaign Disneyland Paris Social Campaign - Primark Disney Lifetime Achievement Award Joseph Procos - Procos

David joins Pyramid Pyramid International has welcomed David Wootliff to the role of Commercial Director. David has worked across a number of categories and for some of the biggest brands in the business, including Disney, Warner Bros., Hallmark, Hasbro and most recently Rubie’s.

He is looking forward to getting to grips with the Pyramid business, encompassing The Art Group, their home, gift and stationery divisions in the UK and across EMEA.

www.ltwmag.com

Point of view

IFLScience

continues to strengthen brand

IFLScience is continuing to build its brand and recently marked the launch of its UK based e-commerce store. Previously the company only had a USA e-comm store.

Already partnered with Global Merchandising Services, Untapped Agency and One Entertainment, IFLScience has some exciting new partnerships in the pipeline.

It is currently

Fact!

There are 50 million unique visitors to iflscience.com

working on a new range of merchandise with UpRosa who create beautiful up-close scientific imagery, with royalties going back into scientific research. On top of this, they launched their customisation store with Zazzle and now Urban Species are stocking some of the quirky tees and hoodies.

“We have a strong year planned for the brand, and even though we are only a year into our licensing programme we have already signed with a number of partners.

For 2017 we have some exciting new collaborations in the pipeline, and our master agents have had some positive discussions with various licensees and retailers,” said Michele Kuprewicz, Merchandise Manager of IFLScience.

Signed, sealed and delivered The V&A has taken the trend for personalisation to heart for its new collaboration with Papier.

The iconic museum has launched a range of over 100 customisable products, including stationery, notebooks and wedding invitations which are all available exclusively at papier.com.

The collaboration is inspired by the work of Owen Jones (1809– 74) who was an architect and designer known for his theories on colour, pattern and ornamentation.

Papier’s founder, Taymoor Atighetchi says: “We’re delighted to be collaborating with the V&A. It’s an exciting process to be able to work with an institution that has so much design history. We were particularly drawn to Owen Jones and felt his designs would translate beautifully onto our products.”

3

in

3

We don’t ask much of you here at LTW. Just three questions and three-word answers – yes, welcome to 3 in 3!

Shane Grogan, Senior Licensing Manager at Diageo, makers of Guinness, the famed Irish brew, takes up the challenge

1.

Tell us about Guinness’s licensing programme?

Made of more!

2.

What can we expect from Guinness in 2017 and beyond?

Craft, colour, confidence.

3.

How would you describe a pint of Guinness?

Distinctive and iconic.

Focus on fit Everyone’s favourite fitness guru Joe Wicks is expanding his empire. The Body Coach has partnered with Global Merchandising Services who are now exclusive worldwide agent for the Joe Wicks brand — best known for his number one bestseller Lean in 15. There will be a focus on developing into various categories such as activewear, homewares, gifting, food/ FMCG and sporting goods, as well as launching an exclusive range of The Body Coach fitness-wear online.

Speaking about the partnership Jens Drinkwater, Licensing Manager at Global Merchandising Services says the company is “very excited” to work with The Body Coach and enhance Joe’s profile.

“We are very excited to work with The Body Coach and enhance Joe’s profile as a key figure in the food and fitness

revolution”

JUNE 2017

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LTW NEWS

Making the most of London

Dress to

impress High street retailer Coast is launching a limited edition collection with the Royal Horticultural Society (RHS).

The summer 2017 collection uses floral designs inspired by the RHS Lindley Library, the world’s largest collection of botanical art.

The collection launched in May and is available in Coast’s top 14 stores, including its Oxford Street flagship and new concept store in Gateshead Metrocentre, and online at coast-stores.com.

Cathy Snow, RHS Licensing Manager, says: “For our first partnership in fashion apparel we wanted to work with a clothing brand able to do justice to the incredible artwork in the RHS Lindley Library. We could not have found a better partner.

Coast has designed a wonderful collection of limited edition pieces celebrating the beauty of flowers.”

Is there anything more iconic that the London Tube? Not if Transport for London (TfL) have their way! The company has announced plans to expand the reach of its brand licensing programme to the global market.

TfL recently signed a five-year deal with the TSBA Group that will bring its internationally renowned symbols that embody the heritage and identity of London – such as the London Tube map and the roundel logo – to the global licensing market. David Ellis, Head of IPR Development for Transport for London said: “London has always been a global city rich in heritage and innovation and we are proud that our brand has become synonymous with that story.

Our partnership with TSBA provides us with the expertise to re-align and expand our licensing programme and keep pace with the global market to generate new revenue to reinvest in transport.”

Hear the

Call of Duty

Activision’s Call of Duty is now being represented by Beanstalk’s digital division Tinderbox in Europe. Tinderbox will actively pursue opportunities in the lifestyle sector, including apparel, fashion accessories, gift and novelty, consumer electronics, and home décor. “Call of Duty is one of the most iconic videogame franchises in history,” says Dan Amos, Head of Tinderbox. “Call of Duty has potential across a broad range of categories and distribution channels. We are excited to begin work and look forward to great programme extensions to come.”

It’s in the jeans Iconic denim brand Lee and Smiley have partnered on a new collection due to launch in Asia from July 2017.

The Lee brand is owned by VF Corporation and speaking about the collaboration Smiley’s CEO Nicolas Loufrani said: “The SMILeeY collection we have co-created is the first real denim collection we’ve since the psychedelic patch collections my father launched with Levi’s in 1973. It is a real cult edition that will with no doubt bring happiness to Lee and Smiley fans.”

VF are a front-runner in branded lifestyle apparel, footwear and accessories, with global iconic brands such as The North Face, Vans, Timberland, Wrangler, Lee and Nautica.

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Industry insight Industry Opinion

The BIG question

LTW asks the industry their thoughts on a key topic. This issue we want to know…

“Absolutely. If you love something and want to engage further or declare your love to the rest of the world, then it’s definitely worth it. But only if it’s executed in the right way. A collaboration needs to offer fans an authentic experience that’s closely aligned to what they love about the brand in the first place. Consumers are extremely brand and design savvy, so a cynical, ill-considered brand slap really isn’t going to cut it.”

A collaboration needs to offer fans an authentic experience that’s closely aligned to what they love about the brand in the first place

David Wilson Nunn, Creative Director, Children’s & Licensing, BBC Worldwide

”

Susan Bolsover, Head of Licensing and Consumer Products, Penguin Ventures, Penguin Random House

For a collaboration to work, the brands should enhance each other, with each partner offering the other a unique perspective or opportunity

Are brand collaborations worth the time, money and effort in your opinion?

“

They can be, yes, providing it’s the right fit. They can be really effective in heightening brand awareness through the PR generated as a result, and a fantastic way to elevate your brand in the eye of the consumer through association. It’s hard to put a value on this.

Jo Campbell, Licensing Manager, Santoro

June 2017

“

We have worked on many successful collaborations in recent years across our portfolio of brands and while potentially time-consuming, such partnerships shouldn’t be costly if benefitting both parties. At Penguin Ventures, we only consider working with other brands that share the same core values of our own. For a collaboration to work, the brands should enhance each other, with each partner offering the other a unique perspective or opportunity.

”

“We love brand collaborations! They are a great way for our brand owners to team up with aspirational partners as a means of engaging a Collaborations new audience and driving provide a great fantastic PR. Collaborations opportunity to provide a great opportunity amplify both brands to amplify both brands and and to adopt the to adopt the third party’s third parties design design sensibilities. TLC has sensibilities developed a strong expertise in bringing together high Angela Farrugia, Group profile brands that create buzz, particularly with major designers Managing Director, TLC (Global Brands Group) and exclusive limited edition collaborations with premium fashion retailers.”

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LTW MOVIE NEWS

Goldblum

touch Disney

slate dated Disney has announced the release dates of a slate of new films — including Star Wars: Episode 9, Frozen 2 and The Lion King.

The next mainline Star Wars release will break with modern tradition and launch in the summer, rather than the start of the December holidays. It will land in cinemas 24 May 2019, with Jurassic World director Colin Trevorrow at the helm.

That year is shaping up to be a busy one for Disney — and a strong one for the licensing industry — as the entertainment giant confirmed Frozen 2, Toy Story 4 and the live-action The Lion King reimagining will also hit cinemas in 2019.

Toy Story 4 will release 21 June, followed closely by The Lion King, which roars into cinemas 19 July. Elsa, Olaf and friends will close out the year in a long-awaited return to the big screen in Frozen 2 on 27 November.

Jeff Goldblum has joined the cast of Jurassic World 2. He reprises his role as Dr. Ian Malcolm, nearly 25 years since he first appeared as the slick maths whizz in Jurassic Park and its 1997 follow up. Goldblum joins Chris Pratt and Bryce Dallas Howard, who return in their starring roles from 2015’s $1.67bngrossing Jurassic World.

Helmed by J.A. Bayona, Jurassic World 2 will stomp into cinemas 22 June 2018.

Avatar returns!

Big

screen debut

Families have flocked to see eOne’s Peppa Pig on the big screen in the UK, generating £3 million at the box office since release in April.

It screened in over 500 cinemas nationwide, and ranked in the overall top five UK releases in its opening week.

Fated

to succeed Fate of the Furious has become the second entry in Universal’s Fast and the Furious series to make $1bn at the global box office. It sped off the starting line and into the record books as the largest opening gross of all time, with $542m. It is Universal’s fourth $1bn-topping release.

The high-octane action sequel also became Hollywood’s biggest success story in China. It earned more than $360m to surpass Furious 7 which took the crown in 2015, according to film industry consultancy Artisan Gateway.

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Avatar fans have been crossing their fingers for a sequel ever since James Cameron’s original set the box offices ablaze in 2009, raking in a record breaking $2.7bn worldwide to become the highest grossing movie of all time.

Now Cameron has released a flurry of details about not one, but four sequels set to hit cinemas in rapid succession over a five-year period. The official Avatar Facebook page sprang to life in April to confirm production was underway on the first sequel. “Avatar takes flight as we begin concurrent production on four sequels,” the page posted. The series will make its return to cinemas 18 December 2020, while a third movie will follow a year later on 17 Dec 2021. Avatar four will release 20 December 2024 and a fifth movie will close out the series on 19 December 2025.

www.ltwmag.com

Towering release A Hollywood adaptation of Stephen King’s The Dark Tower series of novels has been in limbo since 2007. Many thought the films would never see the light of day, but the wait for fans is nearly over. A trailer and release date for the Sony Pictures Entertainment feature dropped online at the start of May, and instantly went viral across social media.

Billed as a fresh take on the novels, taking plot points from throughout the nine-book series, Idris Elba and Matthew McConaughey star as the hero and villain in a Wild West-inspired tale of cat and mouse in the magic realm of Mid-World.

The Dark Tower will open in cinemas 4 August 2017.

Guardians of the box office Guardians of the Galaxy Vol.2 rocketed into number one at the UK and Irish box office in its opening weekend. The Marvel Studios’ blockbuster took an estimated £17.85 million in ticket sales over its opening four days.

It’s the second highest opening of the year, behind only Disney’s own Beauty and the Beast. The movie, starring Chris Pratt, made an estimated £13.06m in its first three days, more than doubling the £6.5 million opening figure for the original Guardians of the Galaxy release.

June 2017

The Last Jedi arrives Disney has given fans their first look at Star Wars: The Last Jedi, which hits cinemas 15 December 2017. A teaser trailer and the first official poster were unveiled at Star Wars Celebration, a fan event which took place in April. An official teaser trailer was also posted online, racking up millions of views an hour on its first day.

Looking sharp New posters for Blade Runner 2049 have sprung up. The sequel to the 1982 cult sci-fi classic will see Harrison Ford return as dystopian cop Rick Deckard, with Ryan Gosling joining as the mysterious Officer K. Robin Wright, Dave Bautista, Jared Leto and Ana de Armas round out an all-star cast.

Fans eager to get a fresh look at the movie in action will have to wait until a new trailer is screened ahead of Alien Covenant later this month.

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Céline Dion x The Bugatti Group

Sing it

We’d wager nearly everyone on this here earth has, at one point or another, heard a Céline Dion ditty. The Canadian songstress fits quite neatly into the globally recognised diva category, the one reserved for the likes of Barbara Streisand and Beyoncé.

The globally acclaimed singer recently announced the launch of her first collection with The Bugatti Group who specialise in handbags, luggage, and accessories. The global deal sees products hit retail this September. Epic Rights and PROMINENT Brand + Talent were both behind the deal.

The collection features more than 200 pieces including highend and affordable handbags, elegant luggage sets, as well as small leather goods at various price points.

Let’s talk…

Music Why wouldn’t music and licensing make perfect bedfellows? They were practically made for each other. Stick a star’s brand onto a product and — providing they are the right fit — you could be onto a winner. LTW highlights some recent partnerships

Pic Cred

Creating a buzz Motörhead x Lovehoney

Slaying it Slayer x Subrosa Capturing a moment is key to licensing — so when rock band Slayer teamed up with BMX lifestyle brand Subrosa to create a licensed line of bikes, it was perfect. The range is an ideal marriage between badass and high quality.

This is a story which, erm, highlights the momentum that can be achieved when two brands enter into a loving partnership.

Just like rock band Motörhead and the team from Lovehoney who teamed up to launch a range of adult toys — which are so successful they are already have a few collections under their belt — so to speak.

Lovehoney actually picked up a 2016 LIMA award at last year’s Licensing Expo — they were named Best Health and Beauty Licensee after securing the exclusive worldwide rights to the products in 2015.

Another notable mention should be given to Motörhead’s beer collaboration with UK-based Camerons Brewery. The Road Crew range is exported to 18 countries and won Best Newcomer Award at the 2017 Carouser Awards. Tasty!

Critical acclaim Prince x Bravado It’s safe to say Prince is renowned for being brilliant — one of the world’s best, in fact. So when he passed away, the music industry was left bereft.

Luckily, his legacy is being continued after it was announced earlier this year that a deal had been struck between his estate and Universal’s merchandise and brand management company, Bravado, for exclusive worldwide merchandise rights.

Bravado is now working with Prince’s estate to manage the retail and licensing programme for his brand. Let’s watch with bated breath.

Pic Credi

t: Jordan

Strauss/In vision

Bottoms up!

AC/DC x Worldwide Beverage Imports There is nothing more rock n’ roll than tequila, right? Right!

That’s why Worldwide Beverage Imports, in partnership with Perryscope and Epic Rights, have teamed up to give the world AC/DC branded Thunderstruck Tequila. The drink is apparently inspired by the good times people have when listening to AC/DC music. What can we say? Rock on!

That’s gold!

Iron Maiden x The Great Frog What do you think when you think Iron Maiden?

A high-end jewellery collection, you say? Why, that’s precisely what we think of too! The rock gods partnered with iconic jewellers The Great Frog to create four officially licensed sterling silver Iron Maiden rings.

Three designs have so far been released and they retail at £240, so they don’t come cheap!

Each ring is made sized to fit and is available instore from the London, Los Angeles and New York stores and online at www.thegreatfroglondon.com.

Aerosmith x Stern Pinball You can thank the team at Epic Rights for bringing the world Aerosmith pinball machines.

They have collaborated with Stern Pinball to bring the highenergy machines to players in the US. At a cost of more than $6,000 — you really have to love Aerosmith to make this purchase but hey, lots of people do!

Epic play

licensing

TALK

We ask the industry their thoughts on what has stood out for them this year and more...

Christophe Drevet, International Consumer Products Director, Studio 100

Has any license stood out for you so far this year?

We have seen a fantastic response this quarter from Arthur & the Minimoys, with an ambitious licensing programme and key publishing partners, Hachette and Panini, secured. As well as spectacular ratings from our evergreen pre-school brand, Heidi, which continues to be the top-ranking TV show in its slot across the world.

What property do you think is on an upwards trajectory?

Maya the Bee continues to lead our international licensing portfolio and holds a strong presence in Europe. Following on from the worldwide successes of season one, season two is set to broadcast this year, to reach major pre-school networks internationally. The series will consist of 52x13’ new episodes, with new stories, characters and landscapes, all ideal for exciting new licensing opportunities!

We saw brand awareness grow last year as a direct result of the global launch of its fi rst CGI animation movie, which premiered in multiple countries and will be returning to the big screen in 2018 for the global launch of Maya the Bee Movie 2.

Have you been impressed by any collaborations or partnerships?

We are very proud to be working with so many reputable partners across our brands. Most notable for us in 2016 was the successful collaboration with Lidl in Benelux.

The activity promoted healthy eating with Maya branded vegetables and fruits for kids across 300 stores. We saw very encouraging sales with over six million packs sold during the promotion, which was supported with bespoke packaging, in-store marketing and extensive PR and social media campaigns.

Tweet Talk

We check out what the industry is saying on Twitter...

Hannah Mungo, Country Director UK and Ireland, Universal Brand Development Has any license stood out for you so far this year?

We’re off to an amazing start in 2017 with The Fate of the Furious setting global box-offi ce records and surpassing $1B to date. And, heading into summer, we’re excited about the launch of The Mummy, starring Tom Cruise, as well as Illumination’s Despicable Me 3 premiere in June. Despicable Me has reshaped global entertainment as we know it. With four-quadrant appeal, the reaction from UK retail to the new product lines that have just launched has been overwhelmingly positive. The combination of fan favourite characters, new additions and refreshed products that focus on tech and trends such as collectability will prove to be an irresistible combination for consumers this summer.

What property do you think is on an upwards trajectory?

The long term potential of DreamWorks Animation’s Trolls franchise is immense. The movie grossed over £25 million at the UK box offi ce, the DVD sold over 250,000 copies and Trolls was the number one toy property of 2016. A robust longterm content plan, all supported by a UK cross-category licensing programme, means that Trolls is here to stay.

“Despicable Me has reshaped global entertainment as we know it.With four-quadrant appeal, the reaction from UK retail to the new product lines that have just launched has been overwhelmingly positive”

Have you been impressed by any collaborations or partnerships?

We’ve recently announced a partnership with Anki to launch Anki: OVERDRIVE: Fast & Furious edition, which merges the most thrilling elements from the hit robotic battle-racing game with the world of Fast & Furious. They’re really very cool and a great example of a licensed product that is completely on-trend and on-brand.

Finally, what’s your favourite Vegas deal or memory?

I’m in my fi rst year here at Universal, so I’m looking forward to making lots of new memories. However, I’m a bit disappointed that I missed Justin Timberlake last year; they’re still talking about him in the offi ce now!

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Helen Shield, Director of Marketing, Enesco Limited Has any license stood out for you so far this year?

It would have to be Pusheen, there is so much activity around this license both within the industry but also at consumer level, particularly on social media. The fan base for this line is like nothing I have seen for years, not since Cherished Teddies.

What property do you think is on an upwards trajectory?

Beatrix Potter appears to still be gaining momentum, after a fantastic 150th anniversary year the license continues to grow in popularity. Great support from Penguin, our GOSH collaboration and, of course, the support of the retailers, especially in the Lake District all means we are looking at a fantastic year for this brand.

“Beatrix Potter appears to still be gaining momentum, after a fantastic 150th anniversary year the license continues to grow in popularity”

Have you been impressed by any collaborations or partnerships?

I have been so impressed with how Penguin have handled the Beatrix Potter line. We have a fantastic relationship with them, their marketing and licensing team and we have been working closely with other licensees. It is great to see such strong brand integrity in place, all of this will ensure the longevity of the license.

Licensing Manager, Rugby Football Union Has any license stood out for you so far this year?

England Rugby’s kit licensees have had a great year with Canterbury growing the off-pitch appeal with a broader mix of technical training and leisure apparel. OPRO, with the offi cial mouth guard of England Rugby, have opened up new retail channels and are launching a new Snap Fit product for instant protection.

Has any license stood out for you so far this year?

JoJo Siwa! Who would have thought the bow would have such a revival?

Thanks JoJo! What property do you think is on an upwards trajectory?

MY LITTLE PONY followed by Hanazuki. Hasbro are a powerhouse at the moment.

Finally, what’s your favourite Vegas deal or memory?

My best memory and now an annual activity is defi nitely the Sunday cycling group going out to Red Rock canyon.

Highly recommend to anyone who fancied getting away from the strip for a morning.

What property do you think is on an upwards trajectory?

Sticking with a sporting theme, NFL in the UK is going from strength-to-strength in terms of licensing. This can only get stronger with the annual match days in London and the possibility of a UK-based franchise.

Director, Imagine8

Have you been impressed by any collaborations or partnerships?

V&A and Oasis — I love the combination of such a heritage brand alongside a fashion led retailer.

Jane Barron,

Have you been impressed by any collaborations or partnerships?

Some of my favorite products at the moment come out of the world of heritage and lifestyle licensing, from the V&A to RHS and London Transport, all iconic British brands.

Warren Traeger,

“Some of my favorite products at the moment come out of the world of heritage and lifestyle licensing”

17

Strictly Speaking

That’s entertainment PJ Masks is making a huge impact for eO ne

With nearly a year in the job under her belt, LTW caught up with Katie Rollings, Head of UK Licensing at Entertainment One, to find out what’s in store for the year ahead Katie, thanks for taking the time to speak with us. What is the overarching strategy for Entertainment One’s licensing programme in the UK? We’re fully committed to keeping the Peppa Pig licensing programme fresh, exciting and relevant and this year will be no exception. New products will be introduced throughout the year by both existing and new partners, plus we’ll see a number of refreshed lines and seasonal ranges from other long-standing licensees and further developments across our experiential platforms ensuring we continue to provide fun and effective ways for consumers to engage with the brand.

For PJ Masks, our strategy is to carefully manage the product roll out across core categories including toys, publishing and apparel, working with our licensees on creating innovative product ranges and executing strong activation plans with our retail partners that will excite and engage fans, create playground buzz and ultimately lay strong foundations for longterm success.

Which properties are a key focus for eOne this year and beyond?

A key focus for us is our fantastic new preschool superhero property PJ Masks and it’s already shaping up to be an exciting year for the brand.

The toy range debuted at key UK retailers including Argos, Smyths, Tesco, Toys R Us, The Entertainer and Asda,

Fact!

“For PJ Masks, our strategy is to carefully manage the product roll out across core categories including toys, publishing and apparel, working with our licensees on creating innovative product ranges and executing strong activation plans with our retail partners”

Peppa Pig: My First Cinema Experience netted £3 million in the UK and AUS$2.16 million in Australia

18

Peppa’s foray into the cinema opened in over 400 screens following a hugely successful launch in the US. We actually brought the UK merchandise launch forward to meet the rapidly growing consumer demand.

Then, as we head into autumn/ winter, we’ll be expanding the product offering as a raft of new categories are set to launch including publishing, apparel, homewares and accessories.

This has also been an exciting year for Peppa Pig. The brand returned to the big screen in the UK on 7 April when Peppa Pig: My First Cinema Expeirence opened in over 400 cinemas nationwide.

A capsule collection of Londonthemed merchandise launched in spring to coincide with the theatrical release and we should see a halo effect for the brand from the exposure that this release will generate.

We also have some great charity partnerships lined up for Peppa including The Book Trust, a sponsored Muddy Puddle Walk with Save the Children and Tommy’s biannual Splashathon fundraiser.

In terms of retail strategy, can we look forward to anything fresh and exciting from eOne? We remain very focused on working closely with our licensees and retail partners to develop effective in-store and online initiatives to support and drive sales of our product ranges. We strive to constantly generate new ideas and explore different ways in which to increase brand visibility and deliver consumer engagement. We are committed to investing in marketing to create opportunities that will cut through in what is a highly competitive environment. A key part of this will be to continue to introduce new ways for fans to interact with our brands through in store retail-tainment.

Finally, is there anything in particular we should be looking out for from eOne as we make our way through the year?

Peppa Pig: My First Cinema Experience was a huge tent-pole moment for us this year and we’re confident that all our partners will benefit from the extensive above the line marketing that’s anchoring the release.

Alongside the PJ Masks merchandise roll-out, we’re establishing a comprehensive digital presence for the show to support the broadcast, drive fan engagement and build online communities.

www.ltwmag.com

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Special focus: Masha and the Bear

Masha is Bear-y big!

Animaccord Animation Studio has hit a sweet spot in kids the world over with its phenomenal hit show, Masha and the Bear. LTW takes a look at the property’s multi-territory dominance and continuous brand extensions and evolution

YouTube phenomenon!

What is Masha and the Bear?

Masha and the Bear is a kids entertainment brand which is making serious in-roads into the hearts and minds of little ones (and their parents too) the world over! The internationally-loved kids brand is a superbly created 3D animation made by Animaccord Animation Studio. Each episode’s plot is sparked from the imagination of creator Oleg Kuzokov and is beloved by audiences around the world with its core being age group being two to seven year olds. The show’s ethos is rooted in the universally appreciated concept of a relationship by a guiding, caring and (often exasperated) adult — in this case Bear, and a quirky, cheeky but utterly loveable kid, Masha.

The quality of the animation is first class. The humour double edged — easily understood and laugh-out-loud for the kids with its excellent slapstick spin, and also loved by adults for that slightly more knowing adult humour. The animation studio adds wonderful little touches to each beautifully-crafted show, like Bear’s fridge — which is a frequent focus in the show is branded as Animaccord — in homage to the original maker’s, Frigidaire. This level of detail permeates every show and really makes it a special piece of entertainment.

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It’s commonplace nowadays to hear people talk about ‘loads of hits’ or ‘big numbers on YouTube’, but if you ask the guys at Animaccord what they think is a decent number for YouTube the instant response is more 24 billion views. Yes, you read that right. Big number, eh? That is quite some achievement, I am sure everyone can agree on that! Another spectacular Masha and the Bear fact: one episode - Recipe For Disaster, has pulled in more views on YouTube than Adele’s “Hello” video clip with over two billion views in total!

Which pegs it in sixth position of the most viewed YouTube clips of all time! Add into that potent number its eight out of 10 rating on IMDb - more than 53 per cent of which actually rate it as a 10 out of 10 product, it really highlights the quality and appreciation for the show. And it’s the quality of the animation that so many simply love — after all, how many shows do you watch were you can actually count the number of teeth in the characters’ mouths?!

Rate it!

The show is a huge hit, naturally, in Mother Russia — but its appeal and the very heart of the story is universal — and so the show has taken the world by storm! It’s crossed continents and cultures too and is the lead property for both boys and girls in the Middle East, as well as Latin and North America. The winning combination of a retired circus performer Bear who falls victim to Masha’s — a green-eyed sprite — pranks.

In demand, on demand!

Get mobile with Masha

Streaming giant Netflix released the first season of Masha and the Bear in English in North America on 1 August, 2015. The show later became available on Netflix in Latin America, France, the United Kingdom, Ireland, Australia and New Zealand. In 2016 the platform launched the two spin-offs from the core show, Masha’s Tales and Masha’s Spooky Stories, and expanded the broadcasting presence into Benelux, Spain, DACH, Nordics, Italy, France and Portugal.

Two seasons of Masha and the Bear are available on iTunes, Google Play, and Amazon Instant Video. It’s the first digital distribution of the Masha and the Bear content in English, generated by an rapidly growing audience of Englishspeaking families watching the series.

The content is available to download in North America, the UK, Australia, New Zealand, and France.

Consumer products colossus

Spin-off strength And it’s not just the classic and original Masha and the Bear show which is pulling in great ratings — two spin-off projects from the core show Masha’s Tales and Masha’s Spooky Stories have seen tremendous success among children ages 2 -7. For example, the release of Masha’s Spooky Stories on Netflix in the US, which was dedicated to Halloween season, attracted a great number of positive reviews across the country from parents and popular bloggers alike. A special Easter episode, ‘Surprise!

Surprise!’ was released earlier this year, and sees the wolves (who else, eh?) steal a cockerel from a poultry factory hoping it will lay eggs for them. Masha also paints eggs with her rabbit friend, so they can give them as presents, a Russian tradition. The episode has, in just two short months, been viewed more than 49 million times in English and 29 million in the Russian version alone!

But it’s not only about huge television deals and YouTube royalties, Masha and the Bear is the darling of consumer products licensing, and thanks to the deals with some of the biggest and most loved global consumer brands Masha’s face is smiling up at consumers the world over from children’s toys to tea bags and even cream cheese! The key global market players which have picked up Masha and the Bear brand are Ferrero, Danone, Simba Dickie Group, Ravensburger, Crayola, Clementoni, Egmont, Penguin Random House, Hachette and many others. Additionally, Ferrero has recently distributed to retail Kinder Gran Surprise eggs in Italy and Kinder Surprise Maxi eggs in France, Benelux, Greece and Cyprus as well as Kinder Surprise eggs in Mexico. And the Simba Dickie Group (master toy partner in EMEA) has developed the largest assortment of branded toys in comparison to other licensed properties in its portfolio. Another licensing highlight is in publishing.

One of the world’s oldest and respected publishing houses, Hachette, has launched the licensed books in France and French-speaking countries in 2016 and, based on the huge success of the publishing program, has selected Masha and the Bear for the famous Bibliotheque Rose collection to be released in October 2017 as well as dedicated POS activities throughout the year.

Movie star Masha To celebrate the release of Season 3, Animaccord took the unusual step of showcasing it as a cinema release in some territories; notably Italy, and some parts of Latin America. In fact, in late 2016, Warner Brothers Italy reported that during the Christmas holidays the theatrical release of Masha and the Bear “Amici per sempre” was the company’s top-earning event ever in the country.

The exclusive premiere of Season 3 was handled by Warner Bros. Entertainment in Italy in January 2017, Pathe Live kids in Sweden (Oct. 2016) and France (Jan. 2017) as well as by Mountain Road in Belgium and Netherlands in January 2017. Masha and the Bear is so adored by Brazilians that the announcement of the cinema release premiere was made on the popular prime time show, Noite com Danilo Gentili, hosted by stand-up comedian Danilo Gentili. Masha herself was invited to present the launch of the cinema release, and selected episodes from Season 2 and Season 3 were shown in 600 cinemas across the country! Excitingly, Masha and the Bear is also set to hit cinema screens across Turkey after Ink Group signed a deal with distribution company Cine Majestic. Brand new episodes of Masha and the Bear Season 3 began showing at over 100 cinemas throughout Turkey from 21 April, with over 125,000 tickets sold for the opening.

See the Animaccord team at Licensing Expo, in Las Vegas at Bayside Exhibit Hall – Level 1 - 188

VEGAS Show Preview

Brand slam

We asked…

Big brands, big deals and big opportunities: if you’re in the licensing business, you know that Licensing Expo 2017 at the Mandaly Bay is an unmissable event. LTW learns why a deal signed in Vegas is the start of something special...

Show Facts What: Licensing Expo 2017 Where: Mandalay Bay Convention Centre, Las Vegas When: 23-25 May, 2017 Why: 480+ exhibitors and 5,000+ brands

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There’s often information shared in Vegas that you won’t see anywhere else

“

Y

ou can bet your bottom dollar that when the licensing industry rolls into Las Vegas this month the big winners won’t be found around the roulette wheel or slouched in front of the slots. The real winners will all be at the Mandalay Bay Convention Centre, as Licensing Expo 2017 opens its doors between 23 and 25 May for another year of big business.

Vicky Hill, Bulldog Licensing

There you’ll find more than 485 exhibitors from across the globe, showcasing thousands of the world’s hottest properties, brands and character licenses.

Conversations at Licensing Expo are often the start of thousands of profitable, best-selling lines, head-turning promotions, exciting live shows and much more. In short it’s the place to be if you want to be in the know in the fastmoving world of licensing, and despite the growing prevalence of regional licensing events like BLE, according to Julian Moon, Senior Vice President EMEA at Warner Bros. Consumer

How important is Licensing Expo to you?

“The Licensing Expo in Vegas is an absolutely essential date for our calendar. Every year thousands of new licensees are on the lookout for the next character or image to front their products and we believe that Vegas gives us the perfect platform to showcase our growing range of new and established global brands.”

Katie Ball, Retail Partnership Manager, BBC Worldwide

www.ltwmag.com

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VEGAS Show Preview

5,000+ more product and immersive experiences to enjoy the world of DC Super Hero Girls.

With companies like Nickelodeon, Cartoon Network, BBC Worldwide, Bulldog Licensing, Ink Group and more in

Products EMEA is still “where the biggest global licensors unveil their latest slate of brands and franchises”.

Big brands Warner Bros. will be living up to that assessment with a full slate of superimpactful superhero offerings. “We can’t wait for Justice League later this year as the feature film hits the big screen in November,” Julian tells LTW. “And of course there’s DC Super Hero Girls which we’re so excited about and continue to expand as we offer kids

attendance, it truly is the place to get in on the ground floor with the biggest licenses around — and, as NVCP’s Marianne James says, “a look ahead to what will be making a splash in market across the year”. Pre-school will be big focus for Nickelodeon this year, Marianne, VP

One to watch PJ Masks is the license on many exhibitors’ and visitors’ lips ahead of Licensing Expo. The latest ratings success from eOne (G196) has taken the toy industry by storm, with many stores reported sell-out lines across Just Play’s master toy range, and further consumer products will launch in Latin America, Asia and several EMEA regions throughout 2017.

Learn more at the show.

JUNE 2017

1

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Where the biggest global licensors unveil their latest slate of brands and franchises

”

Julian Moon, Warner Bros. Consumer Products EMEA Commercial Partnerships, Consumer Products and Experiences at Nickelodeon UK & Ireland, tells LTW. “We have our largest ever pre-school slate including our proven hits such as PAW Patrol and Blaze and the Monster Machines,” she says. “In terms of impact, we have massive expectations for Rusty Rivets, produced with Spin Master Entertainment, which premiered on Nick Jr. UK in March as the channel’s most successful launch to date.” Alongside new property Nella the Princess Knight and all Nick’s evergreen brands, it’s not surprising Marianne and the Nick team see Licensing Expo as the perfect place to “see innovative product lines and properties, to be inspired and meet with partners”.

For Graham Saltmarsh, Director of Licensing UK and Nordics, Cartoon Network Enterprises, Turner, Ben 10 and The Powerpuff Girls, two properties that “are captivating a whole new generation of boys and girls”, will be stars of the show. But alongside Cartoon Network’s line-up of kids’ favourites, the network’s adult-facing programming block Adult Swim is generating “a lot of buzz” around

properties and brands at Licensing Expo 2017 its irreverent animation Rick and Morty.

And it’s not just signing new consumer product deals that makes the trip to Vegas valuable for the Turner team. It’s about “giving partners a chance to get involved in new licensing programmes sooner rather than later,“ Graham says.

“It’s also a chance to find out what’s hot from a global perspective and see how merchandise roll-out strategies interlock with broadcast plans.”

And the big brands keep coming.

Bulldog Licensing is taking to the show floor with opportunities for all its biggest brands. The licensing agent has been behind some of the biggest programmes of the past years, with Shopkins and the new Miraculous just two of its most recent hits, and Licensing Expo is where much of the action begins.

“We will be showcasing the entire Bulldog portfolio, and are excited to meet with our current partners as well as new potential licensees,” says Vicky Hill, Licensing Director at Bulldog Licensing.

“From Shopkins, the UK’s number one girls’ brand, to Angry Birds, the biggest app of all time, and Miraculous, the most exciting new entry to the hero market, as well as evergreens such as Garfield, Enid Blyton and LIFE, we have something for everyone!”

Selling it at retail The meat of Licensing Expo is in the deals signed between licensors and licensees, but there’s plenty for retailers to sink their teeth into. Staying up to date with the latest brands and hottest licenses can make all the difference for retailers, and those at the show are in the know.

“Those that attend from UK retail can be the first to see what’s new and trending over the next 18-24 months,”

www.ltwmag.com 47

June 2017

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says Katie Ball, Retail Partnerships Manager at BBC Worldwide. “I’ve often noticed that some of the biggest retail initiatives are born from conversations that started in Vegas.”

With Go Jetters, Hey Duggee, Mr Tumble to name just a few, we all know just how strong BBC Worldwide’s brand perform at retail. The good news? “We’ll be announcing new partners, launching into new categories and into new retailers shortly,” Katie tells us. “Doctor Who has always been a focus for Vegas, and this year is no exception. Peter Capaldi’s last outing as the Doctor in series 10 will air this spring generating a lot of noise and excitement at the show for partners such as Hot Topic and Funko UK, who continue to have great success with the brand. For BBC Worldwide, 2018 is set to be one of the biggest years yet for Doctor Who.” Warner Bros.’s Julian Moon agrees, and the presence of pioneering UK retailers in particular is welcomed by all. “UK retail often leads where others follow and it is no surprise that UK retailers, as with all our key retailers across Europe, understand the great value that licensed brands can add to their business, and attend the show in great numbers. We look forward to meeting them there!”

Bulldog’s Vicky agrees: “Vegas is a great opportunity for retailers to catch up with all licensors and agents, understand their upcoming releases and franchise plans, and start their own planning for activations well in advance,” says Vicky. “With the studios presenting their slates, there’s often information shared in Vegas that you won’t see anywhere else!”

With so many great brands and opportunities to be had, it’s a safe bet Licensing Expo is the place to be this May.

It’s the perfect opportunity to give partners a chance to get involved in new licensing programmes sooner rather than late

”

Graham Saltmarsh, Cartoon Network Enterprises

Licensing University LIMA’s Licensing University offers over 25 sessions to acquire new strategies, innovative ideas and practical solutions for all sides of the licensing business. Whether you’re new to licensing or an industry veteran, there’s plenty to sink your teeth into.

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VEGAS Show Preview

Game changers SEGA 020 8996 4568 www.sega.co.uk

Stand C214

SEGA will be showcasing the continued expansion of one of its most iconic brands, Sonic The Hedgehog, alongside the European launch of the second season Sonic Boom.

Already a ratings winner in the US, the global hit TV series is ‘back to kick more bot’ this year across Europe. The new season will roll out this year across international broadcasters in key markets and is supported by a new range from master toy partner TOMY. As pioneer of videogame entertainment, SEGA will also be promoting the SEGA retro collection, which features the classic consoles SEGA Master System, SEGA Mega Drive/ Genesis and the SEGA Dreamcast as well as an evolving catalogue of classic game titles such as Streets of Rage and Golden Axe. The Retro programme also covers SEGA’s hugely successful current-gen console titles, including Yakuza 0, Valkyria Chronicles, and Bayonetta, which recently launched as an HD remaster on the PC through Valve’s Steam platform to rave reviews and a 90 metacritic rating. SEGA is also looking forward to exploring opportunities with international partners around its other AAA titles, including Football Manager, Endless Space, Company of Heroes and the Total War series.

SEGA is fortunate to work with some of the best licensees in the industry and is always on the lookout for new partners interested in creating high quality products inspired by some of the best modern action and strategy games available. Amscan, Koch and Gamestop are the latest partners working on a range of exciting new products that will be available this summer. And keep an eye out for SEGA’s new customisable range later this year!

26

New brands are go!

ITV Studios Global Entertainment 020 7157 3693 www.itvstudios.com ITV GE brings hit action TV series Thunderbirds Are Go to Vegas as it Stand continues to expand its global footprint.

F196 Recent high-profile collaborations for this popular broadcast include Bernard Matthews turkey nuggets and a new range of adventure wear for kids with outdoor retailer Regatta. The launch of the mobile game Parker’s Driving Challenge has also been a standout success.

ITVS GE is adding another actionpacked property to their slate in Robozuna which debuts on Netflix around the globe in 2018, and in the UK after its premiere on CITV, with licensing opportunities to follow the broadcast.

This year will also see the new interpretation of family favourite Watership Down. ITVS GE will be talking to licensees about exciting licensing opportunities for the series.

ITVS GE will also showcase opportunities for the ever-popular Supermarionation brands created by Gerry Anderson, including the original Thunderbirds as well as Stingray, Fireball XL5, and Captain Scarlet, which celebrates its 50th anniversary this year. ITVS GE will be launching a range of new limited edition anniversary Captain Scarlet products.

The ITVS GE team will also be showcasing British drama series such as Poldark and Victoria, following standout ratings success in multiple territories. In addition to this, ITVS GE is a full-service licensing agent proud of its UK roster of third party brands including Oddbods, Super 4 and Village People.

www.ltwmag.com

VEGAS Show Preview

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Ink Group +45 20 33 30 20 www.ink-brands.com

inhabit a land where all the resident animals have been magically born with an amalgamation of varying skins, patterns and characteristics, making each individual truly unique. A host of broadcasters have already come in on a pre-buy level, including France TV, Lagardere TIJI, SRC Radio Canada and SpaceToon.

NBC Universal has picked up the global distribution rights and the first series will be delivered soon. BRIO is one of the most recognisable toy brands in the world. Distinctive, well-designed toys such as the famous BRIO Dachshund and wooden railway have been part of childhood for generations, and the company now has a presence in over thirty “At Ink Global we’re all about stories countries. Brand awareness is and are proud to share some of particularly strong in the four the most engaging and interesting Nordic markets, the UK, US, stories and products in the world,” Germany and France. says Ink Director Claus Tømming.

Beat Bugs is an animated family series inspired by the music of the “We’re staying true to that ethos Beatles, using some of Lennon and with these four projects, which all McCartney’s most famous tracks offer something very different from to tell uplifting and life-affirming the norm.” stories filled with hope and melody.

The show follows the adventures of the Beat Bugs - five charming, funny and lovable young insects who band together to explore snapped and learn in an overgrown suburban backyard, which to them is up by their entire universe. Each episode features a Beatles cover, by digital platforms and broadcasters across Greece, Turkey, MENA, artists such as Pink, James Corden, Eddie Vedder and The Shins.

South-East Asia, Portugal and Israel. There are three movies Beat Bugs is broadcast on Channel 7 in Australia and across the in the pipeline. ZAFARI is the creation of animation visionary world via Netflix in 190 territories.

David Dozoretz and tells the story of a group of friends who Ink Group will present a typically diverse and interesting range of projects at Licensing Expo. The Mojicons is the new show revealing the behind-the-scenes world of the internet, where the Mojicons live. This zany bunch of emoticons, are clueless about how the web works. But when a mysterious digital villain steals the ‘@’ symbol and electronic correspondence grinds to a halt, they must undertake a quest to restore their system. The first series of the show has been

Universally loved brands Universal Brand Development +1 818 777 4382 www.nbcuniversal.com

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At this year’s Licensing Expo, Universal Brand Development will showcase an expanding portfolio of properties from the company’s film and television creative partners including Universal Pictures, Illumination Entertainment and DreamWorks Animation. Leading into summer 2017, Universal has a powerhouse slate of celebrated film franchises.

The Fast & Furious franchise will be highlighted by key partnerships in toys and lifestyle, among others. Tom Cruise headlines a spectacular, all-new cinematic version of The Mummy this June and also premiering in theatres in June is Despicable Me 3.

Also from Illumination and Universal Pictures comes a newly imagined version of Dr. Seuss’ How The Grinch Stole Christmas. Scheduled for release in June 2018, the next instalment in the Jurassic World franchise is currently in production in London. Following the global box-office success of DreamWorks Animation’s Trolls, an all-new feature film is set to debut in 2020.

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The Jim Henson Company +1 323 802 1500 www.henson.com Sta The Jim Henson Company will B19nd be returning to Licensing Expo 6 under the guidance of Federico San Martin, Vice President of Global Consumer Products. The company will be presenting a number of properties including Word Party, the vocabulary building show for young pre-schoolers, available on Netflix. Most recently Snaptoys Inc. was announced as the global master toy partner for Word Party, with a range of product categories to debut from autumn 2017.

Also at the show will be the ever-popular classic Fraggle Rock, now available in HD for a whole new legion of fans, together with a continuing licensing programme for the five-time Emmy-nominated animated series Dinosaur Train, now in its fourth season on PBS KIDS in the US and multiple overseas countries.

www.ltwmag.com

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VEGAS Show Preview

The Powerpuff Girls... is one of Cartoon Network’s most popular and enduring brands, which returned globally in 2016 with an all-new animated series from Cartoon Network Studios alongside a full worldwide licensing programme. Cartoon Network will continue to grow the franchise by expanding the consumer products program for fans of the series. Cartoon Network will also continue to expand the licensing programme around popular franchises Adventure Time, The Amazing World of Gumball, We Bare Bears, Steven Universe and more; providing fans with even more ways to connect with their favourite brands.

Stay tooned Cartoon Network Enterprises 020 7693 1088 www.cartoonnetwork.co.uk Cartoon Network Enterprises will be returning to Licensing Expo in 2017 to showcase its thriving, diversified brand portfolio, anchored by the relaunch of the beloved Ben 10 franchise.

Cartoon Network is introducing a fresh take on the worldwide phenomenon Ben 10, reaching a new generation of fans with an all-new animated series and corresponding licensing programme for the brand.

Action-packed adventures take off in the new animated series, as Cartoon Network introduces fun loving, 10-yearold Ben Tennyson, his cousin Gwen and Grandpa Max as they travel the country during summer vacation. Once Ben finds the Omnitrix, a mysterious watch that transforms him into 10 different heroic aliens, a world of extraterrestrial superpowers opens up to him. The series premiered in EMEA and APAC in autumn 2016, and in the US, Canada and LatAm in April, 2017. The global consumer products programme will be launching in late spring, anchored by global master toy Playmates Toys.

For Adult Swim, the licensing programme for the popular Rick and Morty animated comedy series continues to grow. Funko was named master toy partner earlier this year, helping to bring the series to life with a vast assortment of mini figures, action figures, plush and more. Additional new partners across other licensing categories will also be introduced.

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Aardman Animations www.aardman.com Following on from celebrating 40 years of creating loveable characters and enduring brands in 2016, this year is set to be even bigger for Aardman.

Production continues on BAFTA and Academy Award winner Nick Park’s new prehistoric animated adventure Early Man, with international stars Eddie Redmayne, Tom Hiddleston and Maisie Williams leading the voice cast. Shot in Aardman’s distinctive stop motion style, the story will take audiences on an extraordinary journey into an exciting new world, unleashing an unforgettable tribe of unique and funny characters. Early Man promises to be a major global event for 2018, and the studio will be working closely with Studiocanal on developing a strong licensing, publishing and promotional programme for the film. Aardman will handle the UK and Studiocanal will cover international rights.

Powerhouse properties Warner Bros. Consumer Products 020 7984 6100 www.warnerbros.com

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St Warner Bros. Consumer Products N180 (WBCP) heads into Licensing Expo 2017 with a powerhouse slate. WBCP’s offerings include DC’s portfolio of film, television and animation, J.K. Rowling’s Wizarding World, and animation favourites Looney Tunes and the Hanna-Barbera franchises.

These brands bring global licensing and merchandising opportunities, best-in-class products and innovative partnerships licensees and retailers around the world. WBCP and The LEGO Group continue to build on their longstanding partnership to create cool and collectable products for The LEGO Ninjago Movie, hitting theatres 22 September.

www.ltwmag.com

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VEGAS Show Preview

World renowned

Stand N204

BBC Worldwide 020 7612 3000 www.bbcworldwide.com BBC’s Doctor Who is the longest-running scifi television series, following The Doctor who travels through all of time and space in his TARDIS. Key products for the brand include the Twelfth Doctor’s Second Sonic Screwdriver from Master Toy partner Character Options, plus new articulated figures, and the Tenth Doctor’s TARDIS playset. Funko Pop Vinyl figures continue to perform globally alongside the new Funko x Playmobil figures.

In the UK, Brand Alliance is newly appointed for daywear, to work alongside TDP and Aykroyd & Sons Ltd for Nightwear, Swimwear and underwear. Finsbury Cakes have been recently been appointed for cakes.

Inspired by Sir Arthur Conan Doyle’s classic novels, BBC and Hartswood Productions’ Sherlock stars Benedict Cumberbatch and Martin Freeman. The show has been sold to over 240 territories across the world, won seven Emmys, 12 BAFTAS, and a prestigious Peabody Award.

Sherlock made its mark in US pop-culture as one of only three British TV shows to make the cover

of Entertainment Weekly. Key lines include apparel from Isaac Morris, collectables from Funko and Funko Playmobil, and Bags and accessories from Bioworld.

International Emmy and BAFTA Award winning Hey Duggee is a beautifully animated series devised by award winning Studio AKA. Hey Duggee has proved a hit with audiences on CBeebies channels as well as selling to over 150 territories worldwide. In the UK, multiple license partnerships include Master Toy partner Golden Bear, Penguin Random House publishing under the Ladybird brand, Immediate Media for magazines and much more. Other toy partners for European territories to be announced shortly Packed with comedy, thrilling action, awesome sights and fantastic facts about the places they explore, Go Jetters is the first geography pre-school TV series of its kind.

The show has become a huge hit, selling to over 90 territories, and a second series of the animation is now in production. Key licensees for the brand include Fisher Price as Global Master Toy, alongside publishing from Penguin, magazines from Immediate Media, puzzles and games from Ravensburger, and much more.

Finely tuned

Keep it fresh 4K Media Inc. +1 212-590-2100 www.yugioh.com

Epic Rights www.epicrights.com

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At Licensing Expo 2017, 4K Media Inc. will showcase its iconic Japanese manga and anime brand, Yu-Gi-Oh!, and girls’ fashion brand Rebecca Bonbon, as well as key Konami Digital Entertainment gaming properties such as Bomberman, Castlevania, Contra and Silent Hill.

This year, the Yu-Gi-Oh! anime brand celebrates its 16th anniversary of entertaining and engaging young audiences in the US and globally outside of Asia. Rebecca Bonbon is the adorable French bulldog character drawn by Yuko Shimizu, the original creator of Hello Kitty. 4K Media is re-launching the brand into the marketplace.

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The Epic Rights roster includes some of music’s most legendary talents, including AC/DC, Billy Joel, Aerosmith, Def Leppard, Journey, Poison, and more. The focus for Licensing Expo will be on branded programmes for David Bowie, Celine Dion, Lyrics by Lennon & McCartney, Woodstock’s 50th Anniversary, and expansion of the KISS brand.

VEGAS Show Preview

Pre-school paradise Entertainment One www.eonelicensing.com

Miraculous offering Bulldog Licensing

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020 8325 5455 www.bulldog-licensing.com Bulldog Licensing, one of the UK’s leading licensing agencies, is presenting a plethora of top properties at Licensing Expo, based at the Moose Toys stand - D214. The statistics surrounding Moose Toys brand Shopkins are staggering.

UK revenue hit $125million in 2016 alone and the first direct to video release in Q4 2016 topped the charts in the US, UK and Australia. With over 210 licensing partners internationally, Shopkins consumer products features in over 60 countries and has a host of big name partners.

Garfield is the instantly recognisable cartoon cat with the Guinness World Record for the most syndicated cartoon strip, book sales 200 million-plus copies, five movies, and thousands of lines of licensed merchandise.

Bulldog is currently representing video game publisher EA’s Titanfall, The Sims and EA Sports, as well as Mass Effect: Andromeda. The licensing programme for Mass Effect: Andromeda includes Trademark, Insert Coin, GB Eye and more.

Miraculous: Tales of Ladybug & Cat Noir is the superhero phenomenon from Zag Studios, featuring the actionpacked adventures of Marinette and Adrien - two normal kids secretly chosen to save Paris from villain Hawk Moth. The first series is the top show on the Disney Channel UK, and Disney has also snapped up series two and three. A growing licensing programme includes master toy Bandai, Igloo Books, Roy Lowe, Gosh!

Designs, Rubies and more.

Zak Storm is the new CGI animation from Zag Studios and features the eponymous Zak, a fearless teen surfer who finds himself sucked into the Bermuda Triangle. The eagerly anticipated show is set to broadcast across the world in summer/autumn, including on POP in the UK.

Enid Blyton’s... most famous series The Famous Five celebrates its 75th anniversary this year and Bulldog has lined up a full programme to celebrate the milestone.

1 34

Entertainment One (eOne) brings its strong line up of award-winning global entertainment properties to Licening Expo, including Peppa Pig, PJ Masks and Ben & Holly’s Little Kingdom.

Peppa Pig is now one of the top performing pre-school properties around the world. EOne’s pre-school superhero TV property PJ Masks soared onto shelves across North America, the UK, France, Spain Italy and Australia recently and initial sales reports have surpassed all expectations.

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Stand G114

National treasure National Geographic www.natgeo.com

National Geographic, a 130-year-old brand, has reached consumers in every corner of the world through its premium storytelling. National Geographic Partners (NGP), a joint venture between 21st Century Fox and the National Geographic Society (NGS), is excited to announce a new and revitalised global licensing business at the Licensing Expo.

It’s genius!

Genius Brands International

+1 310 273 4222 www.gnusbrands.com

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Genius Brands International returns to Licensing Expo with a focus on three key children’s properties: Rainbow Rangers, Llama Llama and SpacePOP, as well as, Stan Lee’s Cosmic Crusaders.

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VEGAS Show Preview

Keep smiling!

The Smiley Company +44 20 7378 8231 www.smiley.com

Stand E142

As Smiley celebrates 20 years since creating the world’s first digital Smileys, it will showcase the range of exciting promotions, collaborations which are making 2017 another stellar year. The brands exciting promotion with Vittel continues to take the spotlight, as the food category exhibits new products in candy, fresh & chilled products and beverages.

Smiley will also showcase its broad publishing program which continues to drive growth through; activity and sticker books, journals and the brands first novel, Ma Vie en Smiley. Simba Dickie’s new range of collectables and pocket money toys, Egg-moji collectables from Terrier Toys (USA), games and puzzles from Noris Spiele and stamp and scrapbooking sets from Multiprint will continue to highlight the brand’s fast-growing toy division.

The brand’s fashion division also continues to grow out its roster of retail partnerships, with the launch of new collections at Bloomingdales, Urban Outfitters, Zara, and TopShop. These exciting new retail drops will see Smiley expand its presence at a host of leading retailers in the US and South America, including Walmart. Kohl’s and Cheeky.

Let’s talk Rubik’s...

The Smiley Company will showcase its continued development of the Rubik’s brand extension. Lines include a range of kids puzzles from Egmont, a partworks deal with EagleMoss and children’s books from Hemma. An upscale apparel collection with Fabric Flavours will launch in June 2017 through some of the leading online and bricks and mortar retailer, while Bioworld will globally launch a collection of apparel and accessories.

In toys The Lagoon Group will debut the Professor Rubik’s concept and will launch of a range of products, while Fantasma will show to the trade Rubik’s magic sets. These sets have been inspired by the massive viral success of Steve Brundage’s Rubik’s magic tricks that took him all the way to the semi finals of 2016 America’s Got Talent.

Paragon Entertainment have leveraged the cult popularity of Escape Rooms to create Rubik’s Challenge Rooms, featuring a range of logic puzzles and conundrums. These Rubik’s Escape Rooms are due to appear at theme parks and entertainment centres. Rubik’s will also exhibit exciting deals in the back to school, stationery and novelties categories from market leading partners.

Overarching success Rainbow +39 071 7506 7500 www.rbw.it

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Rainbow will add colour and magic to the Las Vegas Licensing Expo through Maggie & Bianca Fashion Friends, Regal Academy, and World of Winx – an original series based on the global smash-hit Winx Club. Maggie & Bianca Fashion Friends is a live-action dramedy that follows the adventures of Maggie and Bianca – two very different girls who meet at the prestigious Milan Fashion Academy. The show was launched in Italy in August 2016 and is already a massive ratings winner in Italy, France and Brazil and will soon entertain in Germany. The show launched on Netflix in key territories in March 2017 and will rollout to the rest of the world from September.

The success has already led to two 50-minute TV movies, while season three started shooting in Milan and Rome. The key elements of the series - fashion and music - are the perfect inspiration for consumer products. Multi-territorial deals include master toy Simba Dickie Group, Panini, Ravensburger and more. World of Winx is a Netflix Original series based on the smash hit Winx Club, and sees the six fairies take on their toughest challenge yet! The show has been available on Netflix, where it has been released worldwide, since November 2016. It is also currently screening on Rai Gulp in Italy, with upcoming launches planned on TV Zoom in Israel, Karusel in Russia, and Planet Coçuk in Turkey.

Regal Academy... is a highly original and engaging re-imagining of some of

1

the best-loved children’s fairy tales. Series one has been released in over 100 countries, pulling in huge viewing figures, and series two is currently in production. The themes and characters of the show make it a perfect fit for consumer product licensing. Auldey Toys of North America is master toy for North America, with Giochi Preziosi agreeing to a panEuropean master toy deal. Other categories include publishing, partyware, confectionery, www.ltwmag.com and more.

VEGAS Show Preview

Lots to talk about Mondo TV +39 02 49526690 www.mondotv.it

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Mondo TV, one of the largest European producers and distributors of animated content, will provide a strong and diverse range of licensing opportunities for markets ranging from kids to teenagers.

The main event this year will be a licensing summit for Heidi, Bienvenida a Casa, Mondo’s first live-action show. Attendees at the summit, which takes place from 2pm on 22 May in the Mandalay Bay’s Jasmine E Room, will hear about the licensing and broadcast prospects of the show. It follows the adventures of a country girl in the city, bringing together comedy, humour and music in a moving and charming update of the classic novel. Already making an impact in the Latin American market, the show is expected to attract strong broadcast interest in other regions. Another major new arrival on TV screens is YooHoo & Friends, and Mondo TV will also be focusing on the launch of this brand-new animated children’s series.

Panini has been awarded a worldwide license allowing it to create and market such items as

Brands with bite

Stand F204

Discovery Consumer Products www.discoveryconsumerproducts.com Shark Week is a comprehensive licensing programme based on Discovery Channel’s summer tent pole event Shark Week. This year, for the first time ever, Shark Week will coincide the US broadcast with the UK, Canada, and Argentina airings to continue to globalise the franchise. With the 30th year anniversary milestone approaching, now is the perfect time to collaborate on this historical merchandisable moment.

The Say Yes to the Prom collaboration with Macy’s showcases Discovery’s One Discovery approach, which offers a powerful 360 marketing platform to drive business results. Macy’s is the exclusive retailer for prom dress and jewellery lines inspired by the popular Say Yes to the Dress show on TLC.

66

stickers, trading cards and photocards in local languages using the YooHoo & Friends brand and characters.

The products are expected to launch at retail in early 2018. The new series, based on Aurora World’s globally successful YooHoo & Friends plush toys, will launch Q1 2018 and follows five cute friends as they help endangered animals.

Also on the way is the exciting animated series Robot Trains, produced by Korean content and marketing company, CJ E&M, for which Mondo TV is distributor and licensing agent in a number of territories. And there’s much more, with Cuby Zoo, another animated co-production with Aurora World, and the very popular Sissi the Young Empress.

There are also the comedy and action series Invention story, Adventures in Duckport, The Treasure Island, Eddie is a Yeti, Bug Rangers, Nori – Rollercoaster Boy.

New content Nickelodeon & Viacom Consumer Products 020 3580 2000 www.nick.co.uk

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The UK Nickelodeon & Viacom Consumer Products team heads to Licensing Expo with its largest pre-school portfolio, composed of established hits and properties launched on Nick Jr. in the last few months.

Those curious about upcoming plans for the company’s biggest pre-school hits - PAW Patrol, Shimmer and Shine and Blaze and the Monster Machines - will be pleased to hear upcoming programming plans, retail promotions and new style guides for each will be revealed. The team will also be taking partners through plans for its newest pre-school properties, Rusty Rivets and Nella the Princess Knight. Rusty Rivets debuted in the UK in March as the best ever launch on the channel.

Licensing opportunities for the property are vast and partners will be inspired by the show to create innovative product lines.

Also sure to be a hit among audiences and partners, Nella the Princess Knight debuts in the UK in May following a fantastic launch in the US. The series follows Nella, a princess who is also a knight.

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BLE 2016 Show Preview

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Surprise!

MGA Entertainment www.mgae.com

It’s not rocket science!

IFL Science 020 7379 0441 www.iflscience.com

“We have a strong year planned for the brand, and even though we are only a year into our licensing program we have already signed with a number of partners. For 2017 we have some exciting new collaborations in the pipeline, and our master agents have had some positive discussions with various licensees and retailers. So watch this space!”

Michele Kuprewicz, Merchandise Manager of IFLScience.

MGA Entertainment will focus on three properties at Licensing Expo: hit collectables franchise Num Noms, latest collectable toy, L.O.L Surprise, and pre-school brand Little Tikes. MGA Entertainment has created a scrumptious global licensing programme for Num Noms partnering with over 80 manufacturers worldwide across all major softlines, hardlines and publishing categories.

MGA Entertainment’s all new toy brand L.O.L. Surprise! launched in early December 2016 and sold out within a week. The toy line will be expanded with more surprises in autumn. Additionally, MGA is developing a global licensing program to launch at retail in 2018, which will be unveiled at Licensing Expo.

Little Tikes continues to expand its product offerings globally, targeting mothers of kids from birth to six-plus.

MGA Entertainment has secured 35-plus licensees for Little Tikes around the world.

Stand C108

IFLScience is excited to announce the launch of its brand new UK-based e-commerce store. Previously the company only had a USA e-commerce store, but when it moved offices to London in 2015 and starting to publish during GMT the team saw a sudden shift and uplift in traffic coming from UK and wider Europe.

Christmas 2016 was the first true test for the store and it saw an 80-100% sell through on its product lines. Proving the brand has a strong following in Europe.

Predominately an online science publication, IFLScience has seen huge growth in 2016, now boasting an impressive 25 million followers on Facebook. The year also saw a massive increase in reach of 400-500 million people. The launch of video and Facebook live helped bolster this massive reach.

Already partnered with Global Merchandising Services, Untapped Agency and One Entertainment, IFLScience has exciting new partnerships in the pipeline for 2017. One Entertainment has recently secured IFLScience a deal with Represent for a t-shirt campaign with a message to Stand for Science. The campaign is themed around a collection of three designs. The launch of the campaign was planned with Earth month in mind (April) and 100 per cent of the profits made by IFLScience is donated to a scientific charity nominated by Facebook followers.

20 years of Teletubbies DHX Brands

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www.dhxmedia.com Now in its third year, DHX Brands has gone from strength to strength, establishing itself as a licensor of choice for partners. The new Teletubbies continues to delight a new generation of children with daily airings on Nickelodeon’s Nick Jr. in the US, as well as CBeebies and Amazon Prime Video in the UK and 23 broadcasters worldwide.

DHX Brands is supporting the new episodes with a year-long celebration of the 20th anniversary of Teletubbies with a year of exciting PR, marketing and retail activity based around the theme Celebrating 20 Years of Big Hugs. DHX Brands has signed six new North American licensees for Teletubbies in the last year, brokered by CPLG North America.

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VISIT US AT

LAS VEGAS LICENSING EXPO 2017 BOOTH #G214

Please Contact: Tv Sales: Maria Bonaria Fois Telephone: +34 91 399 27 10 E-mail: mb.fois@mondotviberoamerica.com

Tv Sales: Micheline Azoury Telephone: +39 06 86323293 E-mail: micheline.azoury@mondotvgroup.com

www.mondo-tv.com

Licensing Sales: Valentina La Macchia Telephone: +39 02 49526694 E-mail: valentina.lamacchia@mondotvgroup.com

Pusheen has made a real impact in John Lewis

INTERVIEW: Fluid World

Did you know…

Blueprint was one of Pusheen’s first licensing partners and the range was snapped up by John Lewis — effectively launching Pusheen product in the UK

Cool for cats “

It may have started life on Facebook, but Pusheen — I was everyone’s favourite comic cat — has seen its licensing convinced it programme driven by the people at Fluid World. would be CEO Andrew Lane tells LTW how it all came to be successful immediately, social media grew and Pusheen has a Tell us how you, and therefore but I am dedicated page on Facebook, Instagram Fluid World, became part of the never sure and Twitter, followed by another highly Pusheen story? Two years ago, my popular app Apple iMessenger. wife and my 12-year-old son separately till the first found Pusheen. My wife on Facebook, At what stage did you realise there sales at and Freddie on the internet, when he was huge licensing potential in retail come was looking for cats to draw! They Pusheen? As with other brands I have immediately fell in love with Pusheen, through developed, I was convinced it would be as everyone does, and my whole family said: “Daddy, you have to license Pusheen!”. So, being a good father and husband, I contacted the creator Claire Belton, and jumped on a plane to Chicago. We now have beautiful Pusheen licensed product at retail!

And how did Pusheen come to be known and loved? Pusheen started through Claire Belton’s love of drawing and illustrations. She would mimic her own home life as everyday comics and then post these on her blog. Pusheen the cat featured in these comics and became a popular character. It was from there Pusheen made it on to her own website — www.pusheen.com.

When launching Messenger, Facebook approached Claire to feature her lovable cat as gifs and they are now being sent over 14 million times a day. From there,

42

successful immediately, but I am never sure till the first sales at retail come through.

”

Tell us about some of your licensing partnerships?

Our Pusheen licensing partnerships are across an array of categories including stationery, apparel, health and beauty jewellery, gifting and food. Pusheen has 9.5 million fans on Facebook and 73 per cent of the fans, both male and female, are aged over 18. With this in mind our licensees create cool, creative product targeting the older age groups, and our primary target age is 18-24.

One of our first partners was Blueprint who produced a beautiful range of stationery, which was instantly taken by the John Lewis Partnership. The range was a success from day one and in many ways launched the programme in the

www.ltwmag.com

Thumbs up for Tea

Fact...

Blueprint

Pusheen’s target consumer group is aged between 18-24

9.5 The number, in

millions, of Pusheen fans on Facebook

Guess what!

Twenty-six per cent of the fans are male! And in Europe, outside of the UK, the majority of Facebook fans are based in France, Germany, Spain, Italy, Nordics, Austria, Poland, Hungary and Czech Republic

UK. One of our more recent partners is Koch Media, who create beautiful arts and crafts products in tins. Pusheen fans are really crafty and often post their own creations on social media so Koch Media is a wonderful example of how we can translate the fans’ creative interests from social media to retail.

Following the age demographic of 1824, I knew clothing would be successful, particularly in retailers like Primark. In November last year we were invited by Primark to present Pusheen to them.

I arrived with my team, we set up a Pusheen tea party in a large meeting room and to my surprise, and delight, we had 30 buyers sitting in front of us, all excited and captivated by the brand! Very shortly afterwards, Poetic Gem and Fashion Lab were supplying clothing, Blueprint were supplying stationery and Character World was involved for bedding. For me one of the exciting things about this brand is the close involvement of the creator with our licensees. All approvals go through Fluid World and the creator’s office in Chicago.

And Claire, like myself, is always excited and motivated by beautiful product.

Let’s focus a moment on some of your key licensees — Blueprint and Thumbs Up. What are they making, what is working well, are there plans for expanding the range?

One of my first licensees was Blueprint, they launched with a beautiful stationery range which was the top brand for John Lewis Partnership’s Back to School programme. Blueprint are now launching

June 2017

their third trade range which will be in retailers across Europe and selected retailers in the US including Barnes & Noble for AW17.

One of our key licensees for gifting is Thumbs Up who create a range of giftable products including, ceramic teapots and mugs, kitchenware, drinkware, party decorations, hot water bottles and hand warmers. In particular, giftable products are working really well in Debenhams, ASOS, John Lewis Partnership and Claire’s Accessories. Thumbs Up are expanding the celebration range into other retailers from SS18 and have other products in the pipeline — this is certainly a licensee to watch.

Tell us about some great retail success stories — globally.

After launching the Blueprint range in the UK, Fluid World were approached

by Barnes & Noble who have 638 stores across all 50 states of the USA. They launched Pusheen at Christmas 2016 with strong sales and repeat orders, the US market has grown and we are now supplying Amazon and Zulily. Across Europe, Pusheen product is now in retailers such as H&M, LPP, Undiz, Defacto and Claire’s Accessories. Claire’s have product from VMC, Blueprint, Thumbs Up, Character World, Danilo, Gemma International and H&A. In fact, Pusheen is one of the biggest brands in Claire’s Accessories throughout the UK and Europe. In particular Spain, Portgual, Italy, Czech Republic and especially Hungary — where the top 10 selling licensed lines are all Pusheen. The H&A health and beauty

“

I contacted the creator Claire Belton, and jumped on a plane to Chicago.

We now have beautiful Pusheen licensed product at retail!

”

range has seen particularly strong sales for AW16, and they are repeating with new lines for SS17.

Are there still licensing opportunities available for Pusheen?

There are still lots of licensing opportunities available for Pusheen, in particular we are now looking to grow the EU market as the brand is extremely popular across the continent.

Pusheen loves food and her imagery lends itself to food licensing too. We already have celebration cakes with Finsbury Food and food gifting items from Kimm & Miller and Bakedin but we are looking to grow this category. But, as with all licensing, we are always interested in speaking to potential licensees across all categories.

What next for Pusheen?

Pusheen, as a brand, is still in its early days, the majority of our existing licensees’ product will be launching AW17. And the Pusheen family tree is growing! Alongside little sister Stormy, Pusheen has a baby brother called Pip who will be coming more to the forefront in the coming months. There are some exciting things in the pipeline which we will be announcing at our annual licensee day — but for now, my lips are sealed!

Contact Andrew by email at andrew@fluidworld.co.uk or telephone 020 30581551.

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Power

BLE 2015 Show Preview Brand

Power Brand: The Kardashian Klan If big, brash and in-your-face is your style of branding — Kourtney, Kim, Khloe, Kendall, Kylie and momager Kris — also know as The Kardashians should be right up your street.

Like ‘em or loathe ‘em, these gals have built themselves an empire. LTW takes a closer look f ore o m t wan s!

But I rdashian e it! a n hav , the K e ou ca

What’s it called? Kimoji – naturally.

What does it do? Well, you can download the Kimoji app to your phone for a mere £1.64 and this gives you access to hundreds of Kim-inspired emojis and animated GIFs. Why does it work? Kim’s a social media doyenne, she has built her career on breaking the internet. When the app was released it shot to the top of the iTunes paid app list — people love it. And naturally, there is merchandise to accompany too — much of it emblazoned with images of her bottom.

What is it? Clothes — lots of them!

What’s it called? Kendall + Kylie, Kardashian Kids and Good American, which was co-founded by Khloe Kardashian (pictured). Not to mention a new kids clothing line by Kim and her husband Kanye West, who happens to fancy himself as a bit of a designer.

ry! Y wher t wor are every ’ n o n D s eir ow e gal ve th you can Thes a h l l a o they ites s shian/ webs da e l r y a t eaK lifes k i f the l t us day o y r e live j er ev !

Jenn week

What does it do? Makes you look exactly like a Kardashian/Jenner sister.

What is it? Make-up.

What’s it called? Kylie Cosmetics (one can’t help but feel young Kylie missed a trick here.

Cosmetics is screaming out to be known as Kosmetics, surely?).

What does it do? Makes you look exactly like Kylie Jenner — new lips and everything.

Where can I get it? Online, obviously. This is an insanely popular makeup brand with a certain demographic.

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What is it? An app.

What is it? Books — yes, really.

What’s it called? The Story of Lex and Livia.

What does it do? Well, it appears to be a dystopian thriller “written” by the youngest of the Kardashians (who are actually Jenners but are certainly cut from the same business cloth).

Where can I get them?

While we are not sure about all good book shops you will certainly find them on Amazon.

www.ltwmag.com

In Focus:

Back to the future Buoyed by a revival in retro gaming, The Smiley Company is tapping in to the latest nostalgic trends to ensure a bright future for the Rubik’s brand

Fact Rubik’s counts pop sensation Justin Bieber among its legion of celebrity die-hard fans.

The Bieb can even complete the puzzle in under two minutes.

June 2017

Rubik’s is making its mark on the big and small screen In Hollywood, Rubik’s played a pivotal role in the recent Snowden movie and is readying for a star turn in the upcoming Despicable Me 3 Steven Brundage wowed judges and went viral with his Rubik’s magic routine on America’s Got Talent

M

any of the most iconic pop culture brands sprung out of the eighties. But while many sizzled then fizzled, losing their lustre in modern times, one brand continues to break records and captivate audiences around the world.

The Rubik’s brand celebrated its biggest year in 2016 since launching in 1980, with sales soaring 45 per cent year-on-year. Building on this momentum, The Smiley Company is heading for even bigger things in 2017, spearheading a full cross-category licensing programme for the brand outside of the puzzle arena.

But how do you change the face of a brand so established in the collective consumer conscience? Nicolas Loufrani, CEO of The Smiley Company explains: “One of the many things Smiley is really good at is analysing trends and developing style guides that focus on innovation, creativity and a unique approach to every single product created.”

Smiley spotted a growing trend in nostalgic 18-24 year olds turning to the retro video game consoles of their childhood — think Nintendo’s Gameboy and the bleeping, blooping arcade machines of the mid-80s — with as many as 36 per cent dusting off their

Scene stealer

“

We found ourselves at the epicentre of two really cool emerging trends that lend themselves so well to Rubik’s

” From trainers to tees, Smiley is taking the Rubik’s brand concept and turning it on its head. The Cube has never been so relevant

retro game pads.

“There’s currently a growing trend and renaissance for retro gaming in the lifestyle market today and also a re-emergence for geek fashion and culture that has been appearing on the catwalks around Europe,” says Nicolas. “So we found ourselves at the epicentre of two really cool emerging trends that lend themselves so well to Rubik’s.”

Riding the retro wave, Smiley is positioning Rubik’s alongside

F1 racing champ Nico Rosberg completed the Cube in high-profile online ad for Bose headsets Pac-Man, Space Invaders and the other heavyweights of the retro gaming world, pixelated heroes it shares many similarities with: instantly-recognisable colours, angular geometric aesthetics, and a timeless play pattern.

“What we have looked to do is utilise the popularity of retro and have crafted new Rubik’s product designs that took reference from the core elements that made older products great,” Nicolas says. “This is across a wide range of categories outside of the existing toy.”

Honing in on the design vision and values that reflect the Rubik’s DNA, Smiley is transforming the colourful cube into a lifestyle brand for fans of all ages.

A host of recent deals will see the iconic puzzle leave the toy box and hit bookshelves, wardrobes, pencil cases and more.

Recently signed partners include Eaglemoss (partworks), Egmont (children’s books and magazines) and Fabric Flavours (kids and babies apparel), among many more.

Buoyed by the retro revival, Rubik’s is firmly focused on the future, and Smiley is putting its full weight behind it.

“We are also leveraging our vast network of partners and experience in brand extension to ensure we create a Rubik’s brand for the future that isn’t solely focused on sales of the Cube,” says Nicolas.

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Heritage

The best is history Drawing inspiration from the most iconic aesthetics and imagery of the past, the rich stories heritage brands tell make them irresistible to consumers of all ages

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ostalgia, history, culture, the arts — heritage brands have it all. Scouring the archives to unlock the significant, the beautiful and the enchanting parts of our past is what heritage licensors do best, giving licensees limitless inspiration to draw from.

Tapping into this breadth of source material has fuelled an exciting and successful licensing programme for History Royal Palaces, which handles the licensing for some of the UK’s most iconic and storied properties and grounds. The current programme covers a whole range of categories — from fashion to furnishing, jewellery to jigsaws — and a continuing collaboration with fashion retailer Hobbs remains a particular highlight. With more seasonal collections on the way, Historic Royal Palaces Licensing Executive, Jenny Smyth says it’s set to continue.

“Hobbs’ most successful collection to date launched in spring 2016,” she says.

“Designs were inspired by the stunning gardens at Hampton Court Palace. With

Shakespeare Birthplace Trust

new designs for 2017 and 2018, this hugely successful partnership is set to continue.”

Other highlights include a recently launched collection of luxury fabrics inspired by the architecture, gardens and stories of the palaces from GP & J Baker, and a spring 2016 campaign with high-end jewellery licensee Clogau. And Jenny says there’s lots more on the horizon: “Areas of particular interest for new business include tabletop — especially chinaware, luxury toiletries, home fragrances — garden-wear and accessories, heritage food and drink and also gifting ranges.”

Inspiration everywhere Meanwhile, Adam Sherratt, Retail Development Manager at the Shakespeare Birthplace Trust has equally positive news to impart about the strength of its licensing programme.

“Last year was an exceptional year for our publishing programme: Shakespeare and the Stuff of Life provided a showcase for our collections and three further titles — The Quest for Shakespeare’s Garden,

Historic Royal Palaces

“

All our licensees produce packaging, marketing and promotional collateral that relays the provenance of the product

”

Jenny Smyth, Historic Royal Palaces

Shakespeare’s Gardens and Shakespeare on Flowers — all drew inspiration from Shakespeare’s relationship with plants and flowers. These, in turn, have inspired our wider licensing programme — for instance, 7321 Design, one of our new licensees in Korea, is about to launch a range of stationery and accessories based on the botanical illustrations and textiles in our collections.”

It’s a similar story for Imperial War Museums. Though the subject matter is all together different, its partners have transformed the imagery and themes from its archives into a burgeoning consumer products programme.

“The Words of Winston range with Widdop and Co has been doing particularly well since its launch last autumn,” reveals David Fenton, Head of Retail and Admissions, Publishing and Brand Licensing at IWM. As well as a range featuring the famous images and slogans of First and Second World War Home Front posters IWM is working on something extra

Did you know…

Shakespeare Birthplace Trust’s Korean licensee 7321 Design is about to launch a range of stationery and accessories based on the botanical illustrations and textiles in the collections 46

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alaces

National Portrait Gallery

special for style-conscious enthusiasts.

“We are also producing a line of stylish leather wallets embossed with well-known aircraft such as the Hawker Hurrican, Vulcan and Lancaster Bomber,” David says.

Imperial War Museums

Talking shops Bringing history to life through product is one thing, but getting it into consumers’ hands is a different matter entirely. Making a splash at retail is vital, but a winning in-store experience doesn’t just happen by accident.

June 2017

“It’s a nice problem to have,” says Adam.

“But the challenge is developing a cohesive brand and a portfolio that will appeal to all of these different markets. Rather than a one-size-fits-all approach, we are developing a series of unique stories that will speak to specific audiences.”

Historic Royal Palaces' Jenny tells us: “It begins at the product development phase. We work with our direct-to-retail partner Hobbs very closely to ensure the POS and marketing collateral produced instore reflects the story telling aspect of the product — whether via leaflets, videos, posters or more."

“We ensure all our licensees produce packaging, marketing

“

Last year was an exceptional year for our publishing programme… in turn this has inspired our wider licensing programme

Adam Sherratt, Shakespeare Birthplace Trust

”

and promotional collateral that relays the provenance of the product, its connection to the palaces and our partnership. Our customers understand they’re buying something unique, endorsed with our branding and authority.”

Imperial War Museums ensures its products stand out by creating a “very distinctive look and feel” across the licensor’s five retail branches, explains David, adding that the support doesn’t stop at the threshold of its own stores.

Rolling with the times Although rooted in the past, heritage brands still feel the pressure to stay marketable to audiences of all ages.

For Historic Royal Palaces, that doesn’t mean forgetting what makes the brand unique in the first place.

“We have produced clear brand guidelines which outline how this can be adapted across various formats," says Jenny. Similarly, Adam says the ‘Shakespeare Inspired’ brand is about developing beyond the familiar idea of Shakespeare and, through its collections, uncovering new stories to tell about Shakespeare and his world. LTW looks at some inspired partnerships over the following pages.

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Heritage

Off to a flying start Science Museum Group 020 7942 4408 www.sciencemuseum.org.uk

“Stationery, fabrics, rugs, wall art and mobile phone covers and ties are among the first categories taking inspiration from the museum’s collection of objects”

The Flying Scotsman’s licensing programme has been going strong for many years, but the past year saw an unprecedented level of interest as the locomotive returned to the tracks for a multi-year tour.

As well as calendars and diaries from Carousel Calendars and puzzles from Otter House, some great limited edition products launched recently. These include a watch from cult brand Mr Jones Watches, which tracks the journey made by the Flying Scotsman according to the 1931 timetable. Swindonbased jeweller Deacon and Son have manufactured two limited edition gold-plated pocket watches with an image of the Scotsman. Building on the incredible success of the adult Flying Scotsman brand, Science Museum Group has recently unveiled a brandnew style guide especially for children’s products called Little Flying Scotsman.

Inspired collection

Life in style The Smiley Company

British Museum www.britishmuseum.org Few licensing campaigns can trace their origins back to 1753, but that was when the British Museum was founded as the first national public museum in the world.

It’s a museum with a collection of art and objects that tell stories of cultures across the globe, from the dawn of human history, over two million years ago, to now.

That collection, which has made the museum the most popular visitor attraction in the United Kingdom, receiving nearly 6.9 million visitors from across the world last year, is now at the heart of a major global licensing campaign, which specialist brand agency TSBA Group has been appointed to build on behalf of the Museum.

Stationery, fabrics, rugs, wall art and mobile phone covers and ties are among the first categories taking inspiration from the museum’s collection of objects and art from across time, from Japan, Britain, Ancient Egypt, India, Ancient Greece and elsewhere, all of which provide a wealth of exciting imagery for licensees in many product categories.

The British Museum’s extraordinary collection is undoubtedly attractive to the growing number of licensees signed since the campaign began early in 2016.

However, the museum’s purpose, values and integrity remain an important part of the programme.

48

020 7378 8231 www.smiley.com

Original artwork National Portrait Gallery

With more than 40 years' heritage under its belt, the Rubik’s Cube is a renowned object of art and an architectural masterpiece. Not to mention the best selling toy in history and an icon of 1980s pop culture. Last year The Smiley Company entered into a strategic partnership with Rubik’s to expand the cube into a new world of exciting categories and develop the business globally. Bringing a highly innovative approach to licensing which has crafted a unique brand extension for Rubik’s, The Smiley Company has created a new vision to the type of products Rubik’s creates.

0207 3060 055 npg.org.uk The National Portrait Gallery holds the most extensive collection of portraits in the world, with over 300,000 portraits from the 16th century to the present day.

The gallery’s range of licensed products has been steadily growing, with companies such as Blackpop using the collection in innovative ways.

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Heritage

By royal approval Historic Royal Palaces 0203 166 6000 www.hrp.org.uk

Clogau

Ravensburger GP & J Baker

Over one thousand years of history provides the inspiration for Historic Royal Palaces’ licensing programme. The trading arm of the independent charity, Historic Royal Palaces Enterprises Ltd., looks after the Tower of London, Hampton Court Palace, Banqueting House, Kensington Palace, Kew Palace and Hillsborough Castle in Northern Ireland.

Profits from the charity are re-invested to conserve these magnificent palaces for future generations. The licensing team aim to work with partners who are considered the ‘best in their field’ to create exquisite product with a unique story linked to some of the greatest palaces ever built.

There are exciting opportunities for growth in 2017, in both the range of products and expansion of distribution. The current range of products includes fashion and jewellery, in collaboration with Hobbs and Clogau respectively and homewares such as wallpaper and furnishing fabrics by Cole & Son and GP& J Baker, as well as toys and games, including jigsaws from Ravensburger. Last year saw the inclusion of GP & J Baker, interior specialists produce, in collaboration with Historic Royal Palaces, an award-winning luxury interior fabrics collection. Inspiration was taken from vintage maps and architectural drawings of the palaces.

Recognition was also received for Hobbs’ autumn 2015 collection at the Brand & Lifestyle Licensing awards.

Hobbs most successful collection to date launched in spring 2016, designs were inspired by the stunning gardens at Hampton Court Palace.

Areas of particular interest for new business include tabletop, especially chinaware, luxury toiletries, home fragrances, garden-wear and accessories, heritage food and drink and also gifting ranges.

“The brand already has a growing presence in the US with Hobbs' Palace collections available in select Bloomingdales stores, and one of the most successful licensees, Harney & Sons is already selling the Historic Royal Palaces tea range in their New York stores” With foreign travel to the UK expected to increase in 2017 and palaces being a primary attraction for visitors, the US and Chinese markets in particular are key growth areas for product. The brand already has a growing presence in the US with Hobbs' Palace collections available in select Bloomingdales stores in the US, and one of the most successful licensees, Harney & Sons is already selling the Historic Royal Palaces tea range in their New York stores. GP & J Baker and Cole & Son both distribute their palace collections in the US. Domestic and foreign audiences alike appreciate the fact that these royal palaces have a unique, unequivocal history and are still owned by the Queen which offers a prestigious heritage to the select group of partners onboard the licensing programme.

To showcase the partnership, licensees have the right to use our brand on their product and our royal seal of approval on packaging and promotional materials.

Licensees also receive considerable product development and marketing support with access to curatorial expertise, an extensive image library, exclusive access to the palaces for photo-shoots and filming and dedicated retail PR assistance.

Ancestors of Dover

Cole & Son

Harney & Son

Heritage

Passion for fashion V&A Licensing 020 7942 2000 licensing@vam.ac.uk www.vandalicensing.com

The V&A now has over 75 partners producing ranges of homeware, stationery, accessories, jewellery, apparel, fabrics and gifts.

As the world’s leading museum of art and design with collections unrivalled in their scope and diversity, the V&A celebrates creativity and design at the highest level. The V&A licensing team promotes an imaginative and contemporary design interpretation of objects in the museum’s archive and collections. It now has over 75 partners producing ranges of homeware, stationery, accessories, jewellery, apparel, fabrics and gifts. Many of these have a global reach, with awareness and sales expanding rapidly, particularly in the Far East market.

200 years in the making

Classic tales told well

Royal Horticultural Society

penguin.ventures@penguinrandomhouse.co.uk www.penguinrandomhouse.co.uk

Penguin Random House

020 3176 5820 www.rhs.org.uk Since 1804, the Royal Horticultural Society (RHS) has been committed to bringing the joy of gardening to millions. More recently, the RHS has reached out to the British public in an additional way — through highquality, beautifully designed, licensed products from carefully chosen partners. It’s a licensing programme that stands out, not just for the inspirational products it supports but because it utilises the artwork held at the RHS Lindley Library, the world’s finest collection of botanical art. The list of partners is not just inspirational but wide-ranging, from Bronnley’s floral-scented bath products and home fragrances from Wax Lyrical to fine china from Churchill and The Present Company.

October 2015

Being a lady Copyrights Group 0203 714 1181 www.copyrights.co.uk The Country Diary of an Edwardian Lady is based on the 1906 diary by noted British illustrator Edith Holden. The book has sold millions of copies in its print editions globally.

Publisher Penguin launched a new colouring book in spring.

Meanwhile Moonpig.com launched a range of personalised floral cards for Mother’s Day. The Gifted Stationery Company launched their stylish collection of social stationery across two distinctive botanical and ornithological design treatments.

The Penguin Ventures team, part of Penguin Random House Childrens, are custodians of some of the world’s most important and iconic literary brands including Peter Rabbit and The Snowman.

The 150th anniversary of Beatrix Potter provided not only a fantastic marketing hook and an opportunity to reach a new audiences, but also inspiration for some unique licensed products including a series of limited edition coins featuring Beatrix and her most-loved characters by The Royal Mint.

The Snowman and The Snowdog was created to celebrate the 30th anniversary of The Snowman, this has moved the story on, engaging a new and younger audience while maintaining the values and traditions of the original brand.

For brands like Peter Rabbit and The Snowman a key objective is to create memories and traditions that can be passed from one generation to the next, ensuring the longevity, goodwill and warmth towards the brand for years to come.

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BLE 2015 Show Preview

Did you know…

Finsbury Food has worked with Disney on cakes for Frozen, Cars, Spider-Man, Avengers and with evergreen licenses such as Disney Princesses and Mickey Mouse

“We won’t stop until it’s perfect” As any parent will surely know, licensed cakes are a big deal! Finsbury Food supply 65 per cent of the licensed cakes to the UK market so LTW caught up with Marketing Manager Daryl Newlands to find out what works and why

“

We have long-standing relationships with many of the licensors we work with – we intuitively know what we can and can’t do in terms of their brand and style guidelines

”

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Tell us a little about the Finsbury Food Group.

When, and how, did the company’s links to the licensing industry first develop?

Our links with the licensing industry date back to over 20 years ago, when the Lightbody bakery business, which is now part of the Finsbury Cake business, spotted a gap in the market for licensed celebration cakes. The Lightbody bakery worked with Teletubbies to produce a cake under licence – and in doing so, Lightbody became the first major producer of licensed cakes in the UK. Since then, we have grown to become the UK’s number one producer of licensed cakes, supplying around 65 per cent of licensed branded cakes as a whole to the UK. Currently we work with 23 licensors, including the likes of Disney, Nickelodeon, Carte Blanche, Warner Bros. and Entertainment One. The fantastic relationships we have developed with licensors, particularly over the past 10 years, have been key to our success. We work with licensors in an incredibly collaborative way, combining our

expertise and experience to create great tasting, fantastic looking cakes which we know will appeal to consumers.

What is the collaboration process between Finsbury and the licensor like – how does it work?

We work hand-in-hand to take celebration cakes to the retailers, so for us the process is very much a collaborative affair based on strong relationships.

We have a strong in-house team of graphic designers, cake designers and specialised bakers who work closely with our licensors to develop cakes that meet all the relevant requirements and perfectly capture the essence of the characters or themes incorporated in the licences.

It can take anything between four weeks to four months to finalise the product — and we won’t stop until it’s perfect. And our collaboration doesn’t end there. We then work together, drawing on our relevant market and brand insights to deliver a compelling case to retailers as to why they should

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INTERVIEW Finsbury Food stock each product.

Working in such a collaborative way with licensors means together we have a strong understanding of the market, which makes it easier when we come to forecasting future trends and predicting what the next big thing will be.

23

The number of licensors Finsbury Food works with currently

How involved is the licensor with the design of the cake?

We have longstanding relationships with many of the licensors we work with — we intuitively know what we can and can’t do in terms of their brand and style guidelines. They trust us and know that we’ll draw on our experience and expertise to deliver a great looking, great tasting cake.

Some licensors will be more involved than others, it varies, but we make sure to adapt to each licensor’s working style to ensure we are meeting key criteria

when producing their cakes. And at the end of the day, licensors always have the final say on how each cake looks.

But beyond that, Frozen also connected with a wider age group allowing new consumers to be drawn into the market.

You work closely with Disney, tell us about some of the licensed cakes you’ve made for them.

We’ve worked with Disney for more than 14 years and over this time we’ve developed a really strong relationship, based on a great understanding of each other’s businesses.

Disney is such a strong, well-established franchise and we’ve worked with them to create an array of hugely successful character-licensed cakes around major consumer hits such as Frozen, Cars, Spider-Man, Avengers and the evergreen licences like Disney Princesses and Mickey Mouse.

Frozen, in particular, was massive for us and it remains the biggest selling licensed product we’ve ever brought to the market. I think the success of Frozen is down to the fact that there was a gap in the licensing market for something new from a girl perspective and the strong soundtrack really inspired kids and adults alike, and drove their imagination.

What are your top three selling Disney licensed products?

Our three top-selling Disney licensed products are the Frozen, Star Wars and Avengers cakes. This is largely down to the strength of each brand and the huge public awareness of them. Star Wars offers the element of nostalgia for consumers (every child wants to own a lightsaber — along with quite a few adults!) and consequently licensed Star Wars cakes always perform really well.

“

It can

take anything between four weeks to four months to finalise the product – and we won’t stop until it’s perfect

”

PAW Patrol is a favoured license with kids

You’ve partnered with many other licensors too, for example Sony for a Ghostbusters cake and Entertainment One for a Peppa Pig cake — what has consumer reaction to those products been like?

The consumer reaction has been strong for both Ghostbusters and Peppa Pig cakes. Ghostbusters has been reinvented since the latest film was released, and the introduction of female characters has brought a new and fresh twist to the licence. The product featured the character Slimer, which I think gave the product a different twist and appealed not just to children but people of all ages. Peppa Pig is a longstanding success for us; the show is something that parents and children will watch together, and when it comes to the Peppa Pig cakes they can also enjoy them together.

Thorntons and Finsbury Food work closely together

Overall, what are your top three selling products?

Our top three selling products are Thorntons Celebration Cake, the Frozen cake

Fact!

Finsbury Food’s top three selling licensed products are Thorntons Celebration Cake, the Frozen cake and the Minions cake

June 2017

53

INTERVIEW Finsbury Food The Secret Life of Pets is a popular cake license

and the Minions cake. We’re particularly proud to have been able to take a very traditional brand such as Thorntons into cake and to have done it so successfully.

Most licensed brands appeal to children in the main, but with Thorntons we have a brand that is more adult specific, which is a real plus point for us.

“

Which grocers do you supply?

We supply to all major retailers from a licensed cake perspective and also export to Europe.

Our experts work closely with grocery retailers, providing the very latest market insights to help ensure they’re best placed to respond to emerging trends and maintain a relevant and exciting cake offering to attract shoppers into store.

Frozen, in particular, was massive for us and it remains the biggest selling licensed product we’ve ever brought to the market

Moving away from the shout-out-loud licensed collaborations, you also have partnerships with the likes of Burtons and Thorntons. Tell us about those.

We have been working with Thorntons for over a decade. We have a great relationship with them and we’re immensely proud of what we’ve

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”

65

The percentage of licensed branded cakes Finsbury Food supply to the UK market

achieved so far. With Thorntons, them into the cake category — a big it’s about taking the magic of the responsibility but one we love. confectionery aisle to the cake aisle We invest a large proportion of our and making sure we drive a strong resources into cake development, product offering across the UK category sales and operational celebration, snacking and seasonal production in order to drive new market. We also capitalise on formats innovation and new product formats to that are wider occasion products, such market. as snacking and sharing, celebration and seasonal and this has proven Licensing is already rife with protocol hugely popular with retailers and when it comes to dotting the I’s consumers alike. and crossing the T’s and so is food We continue to drive new product processing — do you sometimes feel development and innovation through you are asking for more trouble than targeting relevant and key trends. it’s worth when combining the two A key area for us has been around industries. adapting stand-out products and using No never, the way we view licensing our expertise to make them seasonally and how we work with licensors makes relevant. combining the industries exciting.

In more recent times, we have We manufacture cake, which is a fun launched the Smiles brand, which part of everyone’s life, especially for targets a younger audience and can consumers. We are focused on being fit within a broad range of occasions. forward thinking The Smiles side as a business of Thorntons and love to has a family innovate, and focus and lends our licensors itself well to allow us to do the sharing this. occasion, in particular.

And finally, Another does the license we licensor are very get to do a excited taste test?! about is Of course!

Burtons, our It’s not partnership only the with them appearance Jammie Dodgers is now in cake format! has seen us of the cake introduce the that is really nostalgic British biscuit, the Jammie important. Taste, quality and consistency Dodger, into the cake market. The are key and we work with licensors every Jammie Dodger cake is a great success step of the way. as it is equally as popular with adults as it is with the younger generation.

It was great for us to take an iconic, traditional British biscuit and use our expertise and experience to deliver a cake that represented the biscuit and the brand so perfectly.

Did you know…

You are working with really strong brands, what sort of onus does Finsbury feel when it comes to representing the licensor?

Trust is at the core of what we do with licensors, it’s a partnership for us and building long-term, strong relationships is, and will always be, very important to us. Our licensors are ultimately allowing us to nurture their franchise and take

Over the next 12 months, Finsbury Food is unveiling a new range of licensed products which will be both innovative and on-trend

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In focus YooHoo & Friends is a real favourite

n i s r e n t Par y t i s r e v i d Mondo TV is a big name in European animation that is enjoying an enviable success in coproductions with many non-European partners.

And as Matteo Corradi, CEO of Mondo TV, explains, the projects vary widely from historical dramas to hi-tech comedy — and even the company’s first foray into live-action storytelling

M

atteo Corradi is a very busy man. As CEO of Mondo TV, one of the largest European producers and distributors of animated content, not only is he responsible for a vast and growing library of animated shows from Mondo itself, and the licensing opportunities they represent, but he is overseeing a growing number of important production partnerships — including Mondo’s first ever foray into live action.

Mondo has established a strong portfolio of in-house productions; one of the most recent hits has been Sissi the Young Empress.

“It’s a big success with its target audience of young girls, has sold into more than 80 countries, and a second series is on its way,” says Matteo.

Themes like fashion and the popularity of its heroine have inspired a licensing campaign, which, he says, “already encompasses toys, publishing, puzzles and board games, Easter eggs, epiphany socks, personal care products — and even a Dress Up Your Sissi game app!”

Co-productions Increasingly, however, many of the headlines involving Mondo TV relate to co-productions. The Mondo TV/Aurora World co-production Yoohoo & Friends 3D is based on the globally successful line of

June 2017

“

Both Cuby Zoo and YooHoo & Friends offer strong licensing opportunities that start with toys but extend into many other categories

”

Heidi follows the adventures of a country girl in the city

Robot Trains is being distributed

by Mondo TV in key territories Korean company Aurora World’s plush toys which has sold over 80 million items in the past ten years.

Cuby Zoo is another co–production with Aurora, a comedy-adventure about cube-shaped animal characters who come to life when humans are away.

“Both Cuby Zoo and YooHoo & Friends offer strong licensing opportunities that start with toys but extend into many other categories,” Corradi explains.

Another partnership with a Korean company is behind Robot Trains, an exciting animated series for children aged between three and five years.

The series is produced by Korean content and marketing company, CJ E&M, for which Mondo TV is the show’s distributor in Turkey, the Middle East and Africa, Portugal, Spain, Italy and Israel and licensing agent in the Middle East, Portugal, Spain, and Italy.

The show, launching in 2018, has already attracted strong licensing support.

Hong Kong’s Silverlit has been awarded the master toy category, while, within Italy, food items from Preziosi Food, collectable products from Grani & Partners Preziosi Group, and puzzles and memory games from Ravensburger are all early licensees.

Live action!

But of all these partnerships, perhaps the most notable is that of sister company

Mondo TV Iberoamericas with Alianzas Producciones for Heidi, Bienvenida a Casa. Why? “It’s a first!” says Corradi.

“This is the first Mondo TV co-produced live action show.”

Like the classic story on which it is based, Heidi, Bienvenida a Casa follows the adventures of a country girl in the city. Already making an impact in the Latin American market, the show is expected to attract strong broadcast interest in other regions — but also a strong licensing interest, which is why late May sees a licensing summit for Heidi, Bienvenida a Casa held at Licensing Expo.

Clearly Mondo has a pretty diverse portfolio of co-productions. You could hardly find a greater contrast with Heidi than Invention Story, co-produced with China’s Henan York Animation. The series for pre-school audiences, arrives in 2018.As Corradi points out, this varied portfolio underlines a major strength of Mondo.

“Our experience, our skill and our adaptability are, I believe, the reason that we can attract production partners for projects as different as an animated historical drama, a live action show and even a science-based comedy adventure set in a town run by rabbits! In this way we are proudly able with our portfolio to satisfy all licensee needs among different target age group.”

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Film focus

Hey there, partner Some are great, some are forgotten and some stay with you forever, but partnerships are as much a part of films as the images on the silver screen. Rich Barnes, MD of Partnerships at Brand & Deliver, shares his all-time favourites

Wall-E + Keep Britain Tidy

“I love movie partnerships. I have done ever since I was a kid and collected all the Back to the Future storybooks that came with my Shreddies. Truth be told, I think I might even love partnerships more than films. There’s something about the way they bridge the gap between the locked and defined narrative on the screen, and your own life and imagination that I never get tired of exploring.

Merchandise and licensed toys are fine, but a well-constructed partnership moves the adventure on and allows you to engage with the film’s world and characters.

Don’t get me wrong, there have been some awful partnerships over the years. Real stinkers that added nothing for either party!

However, when you get them right, the stars align and you know that consumers all over the country (or world) will connect with the film in a much deeper way thanks to the brand partner’s work.

Obviously, nothing will ever top those Back to the Future storybooks, but here are five that come close!”

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Marrying film IP with a cause is difficult and can sometimes feel bolted on, or worse, disingenuous.

But it’s still always worth exploring because when it works, then it really works. Wall-E and Keep Britain Tidy was an excellent pairing. The Keep Britain Tidy initiative had lost a lot of steam, but the loveable Wall-E was exactly the right character to give it a boost. His entire purpose at the start of the film is to clean up a waste-covered earth in the far future. The connection is so strong and simple it must’ve been the easiest pitch ever, but that doesn’t lessen the effectiveness or brilliance.

Arthur Christmas + DFS

Anyone with a delivery service could have used the elves from Arthur Christmas, but the team at DFS were the brave ones who took the leap of faith, having never worked with a film before. The elves were unproven secondary characters, but DFS didn’t hold back. It used the elves throughout its communications and stores, letting kids see the movie come to life. It revolutionised DFS’s comms and helped establish the Arthur Christmas brand which went on to become the number one animated title of that year at the box office.

The Kee p initiative Britain Tidy h steam, b ad lost a lot of ut Wall-E w the loveable a right ch s exactly the aracter to give a boost it

” ”

Spider-Man + Evian This was a real masterclass in bringing the movie character into an existing brand story.

Evian’s Baby & Me was already beloved, but to create a baby Spider-Man was a stroke of

by & Evian’s Ba eady Me was alr ut to beloved, b aby create a b n was a Spider-Ma enius stroke of g

genius. It stands alone from the movie communication in a truly abstract and engaging way. I still play this one to my kids on YouTube now, because they love the baby Spider-Man!

Marvel + Reebok James Bond: Quantum of Solace + Sony Bravia This almost beats Evian, because it was a follow up to Sony Bravia’s famous bouncing balls advert with the Jose Gonzalez soundtrack. The over-stylised advert for Sony HD TVs took nothing from the film, but after the world had taken Daniel Craig to their hearts in s Casino Royale, a w e iv t a e “This cr creative der of this in m e r was a bold ld o ab r e reminder h g u o the new, t of the new, ’d y e tougher h t Bond Bond they’d created. created”

June 2017

“The idea that a mutant from the X-Men movies also represented those brand values of independence and strength was so powerful.”

Reebok’s I Am What I Am campaign was established featuring ‘real’ brand spokespeople such as Jay-Z, Ryan Giggs and Mike Skinner.

It encouraged people to embrace their individuality and championed its ambassadors achieving their dreams by staying true to themselves.

Then they unveiled their new star: Wolverine. The idea that a mutant from the X-Men movies also represented those brand values of independence and strength was so powerful and gave the campaign a second wind. Like the Evian partnership, this demonstrated how well a guest star could refresh your campaign.

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Brand Decisions

In collaboration Barbie and Ralph Lauren, Adidas and Stella McCartney, Dr Pepper and Lip Smackers — what have they all got in common? Brand collaborations, that’s what. The Deal Factory’s Bettina Koeckler takes a closer look at what makes a great deal work for you

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ack in the ‘90s there was a time when I looked up from our traditional day-to-day business and thought — “WOW! This is an amazing idea! Let’s bring these two brands together. What a great product.

I want one of these!”.

Nowadays, it seems you read about a new collaboration in every trade publication or fashion magazine almost every day.

But what actually qualifies as a collaboration? And what is the purpose? The dictionary tells us a collaboration is ‘the action of working with someone to produce something’.

For us in the licensing industry this means that at least two brands form a marketing partnership to create something new which neither could

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I came across a partnership that actually kicked-off as early as 1975 — a Dr. Pepper flavored Lip Smacker!

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achieve on its own.

Now, before looking for the ‘perfect match’, there are a few strategic points to consider.

What is the goal of the project? Is it to open up new geographic markets by teaming up with a local heritage brand?

Is it to re-energise a brand for today’s competitive market conditions? Is it to increase an established brand’s relevance to a younger audience? Is it a PR and marketing initiative — or must it actually generate revenue?

Pending the answer to these questions, the choice of which brand to collaborate with becomes a lot more defined.

Diving a bit deeper into the world of co-branding, I came across a partnership that actually kicked-off as early as 1975 — a Dr. Pepper flavoured Lip Smacker!

Just two years after the lip balm’s launch, manufacturer Bonne Bell decided to give their apparently relatively neutral product a bit of a boost — and it is still selling today.

Since then, there have been multiple additions to the range including collaborations with Coca-Cola, Disney and Marvel.

Dr. Pepper Lip Smackers first came to be in 1975!

advantages of co-branding at a very early stage is Mattel.

In its ever-challenging mission to rejuvenate a character created in 1959 and keep it relevant for today’s versatile audiences, Mattel started giving Barbie — the mother of all fashion dolls — some real designer outfits to collect.

Commencing with Bob Mackie in

Passion for fashion Another company who understood the

Barbie x MAC made an impact

Did you know… Barbie has

been outfitted by numerous designer brands including Ralph Lauren (1996), Christian Dior (1997), Burberry (2001) and Versace (2004).

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Adidas collaborated with Stella McCartney on a successful fashion-focused range

1990, Barbie has been outfitted by numerous designer brands including Ralph Lauren (1996), Christian Dior (1997), Burberry (2001) and Versace (2004).

But not only A-list designers collaborated with the Barbie brand, Mattel also created cobranded versions with Paul Frank (2004) and Ferrari (2005), and even launched Andy Warhol Barbie in 2015 which allowed the brand to reach out to a new audience which was less fashion led, but still in-line with Barbie’s status as a lifestyle icon.

Made up!

Of course, Barbie also got her own cosmetic collaboration, when Mattel worked with MAC in 2007. MAC, as one of the leaders in the co-branding world, has created some notable lifestyle collections over the years with artists like Rihanna and Proenza Schouler, but also some more surprising limited editions with entertainment brands such as The Simpsons, Miss Piggy, The Rocky Horror Picture Show and, most recently, Star Trek.

The crossover of lifestyle brands and established products has clearly proven to be very successful with numerous projects over the years.

Reaching out to the fan base of an artist or an entertainment brand brings the manufacturer’s otherwise more functional product an emotional uplift.

Still one of the most innovative cosmetic co-brandings, and possibly the very first, was the 1999 Yves Saint Laurent x Princess Amidala Star Wars make-up promotion, which brought a traditionally male and kid dominated brand into the world of stylish women.

The Crayola Clinique co-branding, which just launched earlier this year, is another great example how to use the iconic status of brand and use its core value — colour — in a totally new and

unexpected way.

Though initially created to reach young consumers and make high fashion affordable to the mass market, H&M’s collaborations have become collectables in their own right. Starting in 2004 with Karl Lagerfeld, H&M is now launching at least one collaboration every year including collections

by Versace, Lanvin and Alexander Wang.

Fashion designers, in general, are very open to collaborating with other brands to put a bit of a modern spin on their very exclusive and limited group of clients.

The rising athletic wear sector with brands like Nike, who more than doubled their revenue between 2005 and 2015, and Converse, with their relevance among younger consumers and product for every day use, are one of the favorite partners to co-brand with, and are fuelling the designer/ sports collaborations.

Adidas has gone a step further and not only launched limited edition collections with designers such as Raf Simons and Stella McCartney, but has even established a co-branded label with their Y3 collection.

Celebrities like Lady Gaga and Madonna, but also characters like The Simpsons and most recently the Powerpuff Girls, and brands like Adidas and Swatch are teaming up with innovative designers such as Jeremy Scott. While these collaborations allow the brands to enter the exclusive world of fashion, designer brands aim to collaborate with fan-based brands because of their strength in social media and their ability to speak to millenials who are not shopping in traditional bricks and mortar stores but online.

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Another company who understood the advantages of cobranding at a very early stage is Mattel

The Yves Saint Laurent x Princess Amidala Star Wars collaboration was notable

The concept of using a collaboration to stand out by emotionally charging an otherwise more practical product is a great way to reach today’s consumers and gives both partners access to a new target group in addition to some great PR coverage.

Who wouldn’t want to know the result when OPI teams up with Ford Mustang?

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Bettina Koeckler is a senior licensing executive with more than 20 years’ experience in the entertainment industry. Bettina’s impressive employment roster includes Sony Pictures Consumer Products where she founded their first ever EMEA office, Chorion, Rainbow Global, and 20th Century Fox Consumer Products. In early 2015, Bettina founded The Deal Factory, a one-stop shop for commercialising new and emerging IP. In recognition of her success in both the licensing and the TV industry, Bettina has been invited to join several boards (LIMA), juries (MIPCOM, BLE) and received a Licensing Excellence Award, three LIMA Awards and five LIMA Award nominations.

You can contact Bettina via email: Bettina@dealfactory.org